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Marketing to Aggressive Technology Buyers - Gartner | #TheMarketingAutomationAlert

Marketing to Aggressive Technology Buyers - Gartner | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it

Key excerpt...


[We] looked at the most influential marketing activities across all buyers, and our new note identifies some of the more salient differences that we saw specifically with aggressive buyers. That includes:

  • Aggressive buyers deem most types of marketing activities as being more influential than their peers do.
  • Since they are early adopters, aggressive buyers don’t need or want large numbers of references to move forward in the buying cycle
  • After the sale, aggressive buyers  want their provider to engage with them to find more ways to capture value and influence product direction.

 

Aggressive buyers are voracious consumers of information and are far more willing to get information from, and engage with, providers as part of their exploration and evaluation process. They are also far more receptive to engaging with providers through any and all marketing channels. But once they have purchased, they want their providers to partner with them and help them get the most out of their willingness to take risks.

 

If you are in an emerging technology market or have a disruptive, innovative technology for a more established market, then you should absolutely target aggressive buyers. But make sure to remember the lessons from the consumer world. Your hipster friend, the one with the new phone, or funky eyeglasses,or futuristic-looking golf club isn’t being influenced by People Magazine or the 11:00 news.

 

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iNeoMarketing's insight:

Geared toward technology buyers, but absolutely applicable to all types of buyers: a slide of the early adopter. Just be ready to cut a deal. You may want to build this as a separated persona.


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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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Happy Thanksgiving

Happy Thanksgiving | The Marketing Technology Alert | Scoop.it

We're off for a few days for the US Thanksgiving Day Holiday, where we traditionally tolerate family, eat way too much, and sleep through US football games. We'll continue to scan the web for pertinent articles and bring them to you on Monday. See you then.

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5 Things CMOs Need To Know About APIs - MarketingLand

5 Things CMOs Need To Know About APIs - MarketingLand | The Marketing Technology Alert | Scoop.it

Digest...


1.  Be Where Your Customers Are, No Matter What The Channel

The notion of gaining access to all those devices is daunting. Luckily, there’s a fast-track solution. APIs let you securely serve up your data, services, or content, enabling developers to build apps for any device using that data.

 

2. Partnering For Digital Network Effects

APIs make it easy to exchange data and integrate with partners. Your partners, in turn, can extend the value of your data and create something even more valuable.

 

3. In The Digital Economy, Innovation Happens Outside Your Box

APIs not only let you showcase your business on mobile devices and create network effects with partners to fuel innovation. They open up access to millions of app developers around the world who are hungry to build the next big thing.

 

4. Survival Of The Fastest

APIs are the business technology that removes organizational, technical, and security barriers to unlock the value inside your enterprise. They make it easier for a CIO to say “yes” to a CMO while maintaining security and control. They’re a simple interface on complex systems that provides the agility to react when market and customer expectations shift.

 

5. Become A Real Digital Business

CMOs need to understand how new technologies like APIs help create value for customers. CIOs need to understand how customer and market expectations must drive their technology decisions. In other words, the partnership must center around the customer.

 

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iNeoMarketing's insight:

For homegrown systems, APIs open up your finely built engine to a variety of functions from 3rd parties. So don't exclude the legacy systems: APIs take internal systems to much higher levels.

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Technology Marketing Blog: What is Content Marketing? IDC's Definition of Content Marketing

Technology Marketing Blog: What is Content Marketing? IDC's Definition of Content Marketing | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

The 5WH table is the pertinent part of this post. Anyway, FWIW.

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Marco Favero's curator insight, November 24, 5:50 AM

aggiungi la tua intuizione ...

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Seven Tips for Creating Credibility for a Marketable Website - Profs

Seven Tips for Creating Credibility for a Marketable Website - Profs | The Marketing Technology Alert | Scoop.it

Digest...


1. Don't get stuck in the past

2. Chart your progress

3. Have a look under the hood: Unless you went to school for programming websites, your best bet is to either hire a developer or use WordPress (or both!). 
4. Respond to the new wave: Developers now use responsive design, so that your website morphs to fit any window or screen size.

5. Create content that speaks for itself

6. Social media is your friend

7. Conversions are the goal, not the entire game

 

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iNeoMarketing's insight:

Web site 101. 

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4 Ways to Ramp Up Mid-Funnel Content Creation - ClickZ

4 Ways to Ramp Up Mid-Funnel Content Creation - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Four ways to ramp up your mid-funnel content offerings for maximum impact:

1. Leverage E-Books

Create a unique e-book for each of your audience segments: it should provide sufficient value for what your downloader paid for it (typically the right for you to contact him/her again).

 

2. Reprocess Your Wide-Funnel Content

A blog post created a year ago to get buzz, search visibility, and generate awareness might be attracting no hits right now, but that doesn't mean that it's worthless. Such an article - when combined with other old articles written on the same theme - might provide enough heft for a credible mid-funnel content item such as an e-book.

 

3. Use SlideShare

This platform (with 60 million monthly users) is an ideal platform for showcasing your mid-funnel content.

 

4. Consider Video

Video is an excellent medium for in-depth explanations of complex subjects. Because it’s a sequential medium, it’s uniquely suited for "step-by-step" instruction.

 

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iNeoMarketing's insight:

MOFU content has to be more substantive than TOFU, and these formats make sense. Slideshare: most underused tactic!

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How to Structure a Perfect SEO Optimized Page - QuickSprout

How to Structure a Perfect SEO Optimized Page - QuickSprout | The Marketing Technology Alert | Scoop.it

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Jasper Molina's curator insight, November 23, 7:04 PM

To jumpstart any SEO campaign, these factors should not be overlooked.

marissa goldberg's curator insight, November 24, 1:31 PM

*Mobile Marketing*

In class we spoke briefly about Search Engine Optimization (SEO) and how it can benefit your website. This article by Neil Patel gives quick tips on how a website can improve their SEO by making very simple changes.

Patel starts off by saying that Google uses over 200 factors when raking a website which can be confusing when it comes to knowing what to focus on to make your page visible.

His first tip is to use SEO friendly URL extensions which he illustrates very well on the second slide. Patel recommends you name  your pages something simple that people will search for, not some long page name.

Titles are great but the tags are what Google sees so to make  your page searchable you want to keep your title tag short. In class we mentioned keywords as a way to optimize SEO so Patel recommends putting a "targeted keyword" in the title of your page. Round it off by wrapping your title in an H1 tag which is your first heading.

Google pays close attention to user interaction and how often your site is interacting with the user. We talked in class about linking your website on social media and other sites and Patel takes it one step further by saying linking your website from outbound links shows Google that you have quality data on your site.

Don't stop at keywords within your body copy on the site, bring the keywords into your image files and videos and visual data which makes that just as searchable as your website!

Something I have not looked into but may be very important is Google page speed. This is an app that you can use to optimize your loading speed on your own website that will keep a user coming back because as Patel states, if you wait more then 4 seconds on a site you are less likely to revisit that site.

This last bit may seem obvious to some but there are still so many websites that don't do it. Make your website adaptable to different devices such as mobile and web. Patel calls this "responsive design." So, when you want to increase SEO, make your website accessible.

I think this is important for marketers to know because you do not need to be an HTML coder to implement these changes. Anyone can use these tips and make their website ten times more searchable within the Google universe you just have to take the time to do it.

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How to Increase Conversion Rates by Decreasing Choices [Infographic] - HubSpot

How to Increase Conversion Rates by Decreasing Choices [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it
Learn why too many choices could be a bad thing for your conversions.


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3 Opportunities for Marketing Automation Providers in 2015 - ClickZ

3 Opportunities for Marketing Automation Providers in 2015 - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


1. Intelligent Learning

Thus far, marketing automation tools work like databases, requiring marketers to manually build segments. Such solutions are missing intelligent learning. They fail to apply the data we collect, which means we can't continuously optimize the next message.

 

2. Attribution

Every marketer wants to know what works and what doesn't. That’s why attribution is so important. And while we might not yet be able to do as much tracking and crediting as we’d like, marketing attribution vendors are improving their capabilities all the time. 

 

3. More Message Delivery Options

The platform can’t reach the anonymous prospects at the top of the funnel. In other words, it can nurture leads but it can’t drive new customers. This is why it was so exciting when Oracle acquired BlueKai earlier this year. With BlueKai’s data, Oracle is now in a position to create a platform that targets new customers with personalized messages across all channels. Put another way, Oracle now has the ability to take customers all the way down the marketing funnel.

 

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iNeoMarketing's insight:

I'd switch out #1 with Predictive, i.e., an overlay of predictive across each MAP. I'll take that tomorrow. Completely agree with Attribution, but its so damn hard in the B2B arena unless it is an eCommerce sold offering.

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Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva

Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva | The Marketing Technology Alert | Scoop.it
You can finally share tweets through private direct messages, Twitter announced today.

With the feature, you can send a public tweet to a follower privately as you would with a link, for example. To do so through the Twitter mobile app, open and long-press on the tweet from your timeline, and choose “Share via Direct Message.” From Twitter.com or TweetDeck, tap the “••• More” icon, and select “Share via Direct Message.” The user you sent the message to will be notified, and the tweet will show up embedded in the conversation.


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iNeoMarketing's insight:

FYI.

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Salesforce's Benioff: The Wave analytics cloud's market potential is 'far beyond' $1B | VentureBeat

Salesforce's Benioff: The Wave analytics cloud's market potential is 'far beyond' $1B | VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


It shouldn’t come as a surprise that Salesforce.com chief executive Marc Benioff is bullish about his company’s newest software, the Wave cloud service for visualizing data. But it’s good to keep in mind just how big of an opportunity lies ahead, at least from Benioff’s perspective.

 

Indeed, the company today told analysts that it was expecting $6.5 billion in revenue for its 2016 fiscal year. And considering that Benioff is, as he put it, “extremely optimistic” about Wave’s capabilities from a money-making perspective, it’s fair to believe that soon enough Wave will become a major contributor to the company’s top-line revenues, right up there with Salesforce’s popular sales cloud for tracking leads.

 

But while Wave is already available in app stores, providing “analytics for the rest of us,” Benioff said it’s not just an application. He sees it as a platform on top of which other applications can be built.

 

 

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iNeoMarketing's insight:

The over/under when Wave will be spun-off as a separate company: 2019. I'm taking the under.

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10 Keys for Starting a B2B LinkedIn Group to Generate Leads - Social Media B2B

10 Keys for Starting a B2B LinkedIn Group to Generate Leads - Social Media B2B | The Marketing Technology Alert | Scoop.it

Digest...


1. Start with your Product or Service in Mind

2. Determine the Most Likely Buyer

3. Never Mention the Product

4. Create a Closed Group

5. Manage it like a Community

6. Build it like a 3-Layer Cake: Start the first layer by getting your staff to join the group so it has a bit of a head start. The second layer includes your closest business partners and some existing customers. Let them know the purpose of the group and that their interaction is encouraged. Once the group has that lived in feeling, invite some targeted prospects to join the group. This is the top of the cake. They are the ones to focus on, and it helps that they are joining an active, growing group.

7. Know What Content to Share

8. Engage the Group

9. Practice Both Inbound and Outbound Lead Generation

10. Remember Marketing Led, Sales Fed

 

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iNeoMarketing's insight:

It's on the to do list. Somewhere on the list. Look: if you have a dedicated social medialite, great. If not, then I don't know where this will end up on your hit list.

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Copywriting: Brevity is the soul of marketing | MarketingExperiments

Copywriting: Brevity is the soul of marketing | MarketingExperiments | The Marketing Technology Alert | Scoop.it
Copy that communicates succinctly with customers is often a last thought in copywriting, making relevance a true casualty of your effort to connect with customers. Read this MarketingExperiments Blog post about an email experiment featured in a recent Web clinic that increased clickthrough 27%.


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iNeoMarketing's insight:

Brevity? Simplicity? Runs absolutely counter to the often preferred long copy format. You know how you can know? TEST!!! That's all this post proves: the value of TESTING!!!!

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The Secrets Of A Memorable Infographic - Fast Company

The Secrets Of A Memorable Infographic - Fast Company | The Marketing Technology Alert | Scoop.it

Excerpt...


"The most memorable visualizations, by far, contained elements that fell under the category of "human recognizable objects." These were images with photographs, body parts, icons—things that people regularly encounter in their daily lives. "Human recognizable objects will instantly make it more memorable," says Doctoral student Michelle Borkin of Harvard's School of Engineering and Applied Sciences. All but one of the 12 most memorable images in the study had a recognizable component.

 

Beyond that, Borkin and company discovered a few secrets to infographic success. Color was key; visualizations with more than six colors were much more memorable than those with only a few colors or a black-and-white gradient. Visual density—what some of us might call "clutter"—wasn't a bad thing either. In fact, images with a lot going on were significantly more memorable than minimalist approaches. Roundness was another hallmark of memorability (after all, our brains do love curves).

 

On the contrary, basic bar graphs and charts were easy to forget. That surprised Borkin at first, who thought these visualizations might be memorable because people become familiar with them at an early age. Instead, they proved too similar to distinguish, eliciting a high false-alarm rate—meaning study participants thought they'd seen already them when they had not. As Borkin and her collaborators put it: "all the bar charts look alike.""

 

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iNeoMarketing's insight:

SCIENCE!! Now you have some data to back up your design direction. Feel free to now conquer the world. Or your infographics.

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The Top 11 MarTech Articles Curated Monday, 11/24/14

The Top 11 MarTech Articles Curated Monday, 11/24/14 | The Marketing Technology Alert | Scoop.it

 Today’s curated articles collected for your quick review:

>> 5 Things CMOs Need To Know About APIs - MarketingLand

>> Measuring Marketing's Business - Adam Sarner, Gartner

>> Technology Marketing Blog: What is Content Marketing? IDC's Definition of Content Marketing

>> 4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud

>> Seven Tips for Creating Credibility for a Marketable Website - Profs

>> The Rise of the User Experience Marketer

>> 4 Ways to Ramp Up Mid-Funnel Content Creation - ClickZ

>> How Can the Value of Top-of-Funnel Channels be Measured - Whiteboard Friday - Moz

>> How to Structure a Perfect SEO Optimized Page - QuickSprout

>> The New Advertising Landscape [Infographic] - B2B Infographic

>> How to Increase Conversion Rates by Decreasing Choices [Infographic] - HubSpot


See ALL Top Curated Marketing Technology Articles here.

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Measuring Marketing's Business - Adam Sarner, Gartner

Measuring Marketing's Business - Adam Sarner, Gartner | The Marketing Technology Alert | Scoop.it
Marketers are presented with an abundance of metrics. Some metrics measure marketing’s activities: How many marketing campaigns ran last quarter? How many hits did we get from our social marketing content? Who downloaded our app?  Other metrics are outcome based: What was the lead’s conversion rate? How many additional products did the customer leave the store with?  Marketers must understand how activity drives performance to show that the actions they are doing and demanding an increased budget for, is driving desired outcomes. If the connection can’t be made between the activity metric and performance outcomes defined by the strategy, then the metric, the activity, or both will need to be re-evaluated.  Not establishing these types of connections means that high profile company objectives like customer growth or retention won’t be linked to marketing efforts and, well…you’re gonna have a bad time.


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iNeoMarketing's insight:

It's been a repeated message: tie marketing ROI to business metrics. You just can't hide behind soft metrics anymore, not with all the MarTech spending taking place. Without that link, your really are "gonna have a bad time."

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4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud

4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Completely agree with these attributes! Not commonly available, and at times you may have to compromise and look to training as a means to fill the gap.

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marissa goldberg's curator insight, November 24, 1:49 PM

*Social Media* 

If you want to succeed in today's marketing world you need to be a "Content Marketing Superstar" and like the title of this article suggests, these are insights to help improve your skills.

We discuss content creation as one of the main tips for marketing on social media, but once the content is created we need to find a way to optimize the amount of people who see that content.

Strategic planning and tracking are vital to content marketing. This "Modern Marketing Blog" states that creating goals for content production will streamline the process. Just like how we created objectives in our social media campaigns so we can work towards a common goal as a team. Part of this process is measuring success so having content metrics are just as important if you want to do the best you can and strive for continuous improvement.

The contributor's second step is to have process focused work. Some points of this process include "Defined roles with responsibilities for each team member, A logical flow for each piece of content and an editorial calendar that tracks content stages." I have noticed that sites that produce tons of content like adweek.com have their own editorial calendar that plans out larger content way in advance. Being process focused creates a more productive, deadline oriented content marketer.

Without going into every single step because I recommend heading to the article and giving it a read, I think that this blog makes some very good points for someone who is looking to promote their content.

In a way he asks the marketers to wear many different hats such as, an organized leadership role, a designer, a social media marketer and a market research analyst. I think that this is a relevant article because how you market your content is just as important as the content itself.

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The Rise of the User Experience Marketer

The Rise of the User Experience Marketer | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

UX is a part of the CX, and everything UX is secondary to User Testing. Even if you hire pro UX firm, test!!

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How Can the Value of Top-of-Funnel Channels be Measured - Whiteboard Friday - Moz

How Can the Value of Top-of-Funnel Channels be Measured - Whiteboard Friday - Moz | The Marketing Technology Alert | Scoop.it
Marketing efforts at the top of the funnel, like PR and content marketing, are notoriously hard to measure in terms of their value. In today's Whiteboard Friday, Rand offers three ways you can perform that measurement, as well as some perspective about "serendipitous marketing."


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iNeoMarketing's insight:

Click through for the 9+ minutes of video. Straightforward stuff, but TOFU, as an individually measured stage, can only rely on the softer metrics, e.g., traffic, without knowing the impact on true business metrics. Without that linkage, it's a waste of time.

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The New Advertising Landscape [Infographic] - B2B Infographic

The New Advertising Landscape [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it
The New Advertising Landscape [Infographic]


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Marco Favero's curator insight, November 24, 5:54 AM

aggiungi la tua intuizione ...

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“Gold Rush,” and The Top 14 MarTech Articles Curated Friday, 11/21/14

“Gold Rush,” and The Top 14 MarTech Articles Curated Friday, 11/21/14 | The Marketing Technology Alert | Scoop.it

Ever see “Gold Rush” on the Discovery Channel? Highly rated show about three companies of miners in Alaska looking to come away with their seasonal motherlode. The miners  have to cull through tons and tons of rock, dirt, mud, etc. to find their daily take of gold. As an analogy, I go through 700+ articles each day to find the best marketing technology content to deliver to you, and believe me when I say there is a ton of crapola out there: poorly written, overly simplistic, non-factually based stuff through which I wade to find MarTech posts that will help you each day. Labor of love.

 

It sometimes happens that I need to choose between articles from the same source so that I’m delivering a broad cross-section of content (and sometimes the articles are too important to discard, so I find myself curating 2x from that source in one day). But that’s a rare event, and far more often I’m running the content through a sluice to find value.

 

Point: there’s a ton of dung published each day from which you need to find the gold flakes. Don’t bother: I’ve got this covered. So forward The Marketing Technology Alert to colleagues so that don’t have to waste time panning.

 

Today’s curated articles collected for your quick review:

>> 3 Opportunities for Marketing Automation Providers in 2015 - ClickZ

>> G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd

>> Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva

>> Lead Scoring Strategies for Agencies: Best Practices - Marketing Action Blog - Act-On

>> Salesforce's Benioff: The Wave analytics cloud's market potential is 'far beyond' $1B | VentureBeat

>> 4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates - Unbounce

>> 10 Keys for Starting a B2B LinkedIn Group to Generate Leads - Social Media B2B

>> Conversion Rate Optimization Maturity Model - Econsultancy

>> Copywriting: Brevity is the soul of marketing | MarketingExperiments

>> 8 Budget Templates to Manage Your Marketing Spend [Free Download] - HubSpot

>> The Secrets Of A Memorable Infographic - Fast Company

>> 13 SEO Copywriting tips [Infographic] - Smart Insights Digital Marketing Advice

>> B2B Sales Benchmark Research Finds Some Pipeline Surprises [INFOGRAPHIC] - Salesforce

>> How to Become a Google Analytics Superhero [Infographic] - B2B Infographic


See ALL Top Curated Marketing Technology Articles here.

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G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd

G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Click through for details. G2 Crowd: the Yelp or TripAdvisor for the MarTech world.

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Farid Mheir's curator insight, November 22, 10:42 AM

Useful insights.

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Lead Scoring Strategies for Agencies: Best Practices - Marketing Action Blog - Act-On

Lead Scoring Strategies for Agencies: Best Practices - Marketing Action Blog - Act-On | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

So long as marketing and sales are at the same table, this should be fairly easy to conquer so long as everyone is using the same vernacular! 

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4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates - Unbounce

4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates - Unbounce | The Marketing Technology Alert | Scoop.it

Digest...


1. Write like a human… to other humans

The number one mistake most email marketers make is writing like a business.

Unless you’re about to announce that you just released the iPhone 7, not writing like a real human to other real humans is killing your open and click-through rates.

 

2. Pay attention to the only three lines that matter

An estimated 65% of all emails are now opened on a mobile device.

That means, when it comes to open rates, you’ve got just three lines to convince the average subscriber to come inside:

→ Subject line

→ The first line of your email

→ From line

 

3. Make your emails mobile responsive

 

4. Ask questions

If you want to create engaging and click-compelling emails, then you need to engage your subscribers in an actual conversation. In my experience, the best way to achieve this is to ask questions.

 

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iNeoMarketing's insight:

At this point, if your emails are not using responsive, let me know where you work so that I can send over a slap upside the head.

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Conversion Rate Optimization Maturity Model - Econsultancy

Conversion Rate Optimization Maturity Model - Econsultancy | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Excerpted from a larger report ($695). Amazing to me how often testing is ignored. Just start small and build on it. C'mon man.

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8 Budget Templates to Manage Your Marketing Spend [Free Download] - HubSpot

8 Budget Templates to Manage Your Marketing Spend [Free Download] - HubSpot | The Marketing Technology Alert | Scoop.it
The bundle includes individual budget templates for the different segments of your marketing program, allowing you to drill down and document particular costs and line items. Best of all, we've set up the templates so Excel will do all of the calculations for you: When you enter in new data, your totals are updated automatically.

The bundle includes budget templates for the following areas: 

Events
Branding & Creative
Content
Paid Advertising
Product Marketing
Public Relations
Website Redesign


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iNeoMarketing's insight:

The price is right. Can't hurt.

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