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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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marketingIO'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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Your Must-Read MarTech Digest™, for Friday 2/12/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday 2/12/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

It's been too quiet in the MarTech industry. Something's going to pop soon...big. Don't know what, but we're due for some consolidation.


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

 

 

See ALL Top Curated Marketing Technology Summaries here.

 

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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[FREE] 2016 State of B2B Digital Marketing Report | DemandWave

[FREE] 2016 State of B2B Digital Marketing Report | DemandWave | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Jump-Start Your SEO With These 6 Surefire Tactics - Search Engine Land

Jump-Start Your SEO With These 6 Surefire Tactics - Search Engine Land | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Put one foot in front of the other...

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MarTech Maven Scott Brinker: The Adobes And The Oracles Missed The Opportunity - Marketing Land

MarTech Maven Scott Brinker: The Adobes And The Oracles Missed The Opportunity - Marketing Land | The Marketing Technology Alert | Scoop.it
Brinker sees companies using Salesforce for customer relationship management (CRM), Oracle’s BlueKai for its data management platform, Adobe for its Web Experience Manager, Marketo for marketing automation around email, a Sprinklr for social media management and an assortment of other tools for other tasks.

He added, there are “very few cases of companies of size that have standardized on a vendor” like Adobe or Oracle. Brinker said he isn’t “buying the end-to-end solution,” since, at least for the short term, many companies utilize a “heterogenous marketing stack.”

This mix-and-matching, Brinker said, “is partly the result of a missed opportunity by the Adobes and Oracles. When this stuff was just starting, I thought there was a missed opportunity for an ecosystem.” Instead of all-in-one marketing clouds, he recalled, the Adobes and the Oracles could have made “a platform play.”


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marketingIO's insight:

Because you just can't! For the platform to really succeed, it needs to be best of breed for everything, and it's damn near impossible (or not worth it).

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The B2B NN primer on messaging architecture - B2B News Network

The B2B NN primer on messaging architecture - B2B News Network | The Marketing Technology Alert | Scoop.it
Messaging architecture defines what a company seeks to accomplish with its products and services, defines how it will accomplish those goals and what it all means in terms of product or service quality, customer service, technological innovation cycles and corporate behaviors like transparent governance and environmental stewardship.

The emphasis of messaging architecture is on what is shared. The core message and strategies discovered through the development process must be shared on all communications channels and throughout all the business sectors an enterprise may have.

Creating a messaging architecture demands that companies review their communications objectives, define their audiences’ needs …and the relevance of their offerings to those audiences. It also demand that they refer all communications back to those foundations. It is an energetic, complex and collaborative process that results in simple, shared core messages.


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marketingIO's insight:

In the age of MarTech, has Messaging Architecture changed?

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Twitter is fixing where you type “.@” for everyone to see your tweet - VentureBeat

Twitter is fixing where you type “.@” for everyone to see your tweet - VentureBeat | The Marketing Technology Alert | Scoop.it
Twitter disclosed today a decline in monthly active users. Now the company knows it’s got to do better. One way it will do that is to adjust the way that users reply to each other’s tweets.

“We are going to fix the broken windows and confusing parts, like the .@name syntax and @reply rules, that we know inhibit usage and drive people away,” Twitter said in its quarterly earnings statement for the fourth quarter of 2015.

The company has done a lot to tweak its product — the algorithmic timeline and Moments are probably the biggest recent changes — but one thing that Twitter users have done to make sure their replies get seen by a wider audience is using a period before typing in a Twitter user’s handle. Otherwise, replies can get buried. This will change.


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marketingIO's insight:

Dammit!

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Trust and Responsiveness Key to B2B Buyers Perception of Vendor Relationships - MarketingCharts

Trust and Responsiveness Key to B2B Buyers Perception of Vendor Relationships - MarketingCharts | The Marketing Technology Alert | Scoop.it

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Movable Ink | US Consumer Device Report 2015 Review [FREE REPORT]

Movable Ink | US Consumer Device Report 2015 Review [FREE REPORT] | The Marketing Technology Alert | Scoop.it
Movable Ink's 2015 US Consumer Device Preference Report provides deep insight into consumers’ adoption and use of smartphones, tablets, and desktop computers, and how they engaged with email throughout 2015. 

The 2015 report covers how the holiday season compared to the rest of the year, as well as a slowing trend in mobile and tablet email opens. We also broke down data on user habits and trends including:

Conversions by device and vertical
When emails are opened during the day by device type
Time spent in email based on device

Download the free report today to access all of our research and analysis.


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The State of Social Selling in 2016 - Visual Contenting

The State of Social Selling in 2016 - Visual Contenting | The Marketing Technology Alert | Scoop.it

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The Ultimate Grammar Cheat Sheet for Content Marketers [Infographic] - Bluewire Media

The Ultimate Grammar Cheat Sheet for Content Marketers [Infographic] - Bluewire Media | The Marketing Technology Alert | Scoop.it

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How to Create the Perfect Email Signature - CloudPages

How to Create the Perfect Email Signature - CloudPages | The Marketing Technology Alert | Scoop.it

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The MarTech Digest™, for Thursday 2/11/16 #MarTech #DigitalMarketing

The MarTech Digest™, for Thursday 2/11/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

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

 

 

See ALL Top Curated Marketing Technology Summaries here.

 

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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B2B Marketers: Mind The Content Credibility Gap - Forrester

B2B Marketers: Mind The Content Credibility Gap - Forrester | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Look at #3 and make note.

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Avoid These Common B2B Content Marketing Mistakes - HBR

Avoid These Common B2B Content Marketing Mistakes - HBR | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Tremendous insight!

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[FREE] The 2016 MarTech Data Report - Openprise

[FREE] The 2016 MarTech Data Report - Openprise | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

It's always the biggest issue, not content, not budget: data.

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Micro-Marketing Services will accelerate growth for agile marketing teams - Medium

Micro-Marketing Services will accelerate growth for agile marketing teams - Medium | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Cutting edge or bleeding edge. The real answer: go where your customers are.

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The Best Colors For Your Landing Pages And Checkout Process - CrazyEgg

The Best Colors For Your Landing Pages And Checkout Process - CrazyEgg | The Marketing Technology Alert | Scoop.it
There is no right answer. That’s not what you want to hear, but that’s the truth. Why? Because the optimal button color for your page depends on context.

For example, the Hubspot test referenced above shows red outperforming green. However, the green button in that study blended in with the color scheme of the web page at the time. In other words, the button color was the same shade of green as the logo. Ergo, there was little contrast. The red button, on the other hand, offered significant contrast against the overall green design. Do you think that might have had something to do with why the red button yielded a better conversion rate?

Other tests revealed similar flaws. In one case, a green button was tested against a button that could barely be seen. Unsurprisingly, the green button in that study showed a superior conversion rate. That’s why, even with studies, there’s no one-size-fits-all answer to the question. It’s all about what works best for each individual website.


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marketingIO's insight:

Well there you go. And it's the same answer I give everyone: TEST!

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They Laughed When I Used This Subject Line Tactic, But Then I Sent The Email... - GetResponse Blog

They Laughed When I Used This Subject Line Tactic, But Then I Sent The Email... - GetResponse Blog | The Marketing Technology Alert | Scoop.it

"When to use curiosity? There are special occasions when using Curiosity is especially fitting:

  • Inform subscribers of interesting info that they otherwise would not have looked at.
  • When they have been inactive and the trick is to re-engage / activate them.
  • When you are introducing something new
  • When it really is a secret / exclusive (for instance information that you would need to log in for)
  • When people will receive a surprise or gift later on.
  • When people are benefit driven and would like to know how to get that benefit. For example: “How we reached X, without doing Y”

Questions are the Swiss army knife of a valuable discovery. Use them to find value and curiosity that you can than turn into different subject lines."


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marketingIO's insight:

The post's focus: how curiosity drives conversions.

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Twitter just got a little bit more like Facebook with new algorithmic timeline - VentureBeat

Twitter just got a little bit more like Facebook with new algorithmic timeline - VentureBeat | The Marketing Technology Alert | Scoop.it
Twitter has begun rolling out a way for users to avoid missing important tweets from people that they follow. Starting today, the company will display a selection of the most interesting or popular tweets at the top of a user’s timeline, rather than showing the most recent, as it has done traditionally. Reports of this change, which could be viewed as an extension of Twitter’s “while you were away” feature, surfaced earlier this month.

This move toward an algorithimically driven timeline and away from the real-time feed is a bid by Twitter to make the service more appealing for new or casual users. It is also much less radical than many longtime users feared last week.

To enable this feature, Twitter said you can go into your settings screen and choose “show me the best tweets first” within the timeline section. The company said that beta testers wound up posting and retweeting more often with this feature, “which is good for everyone.” This isn’t going to be available to everyone right away, but users will receive a notification in their timeline when the feature has been turned on for them.


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marketingIO's insight:

FYI.

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Evolving our Marketing Solutions Product Strategy - LinkedIn

Evolving our Marketing Solutions Product Strategy - LinkedIn | The Marketing Technology Alert | Scoop.it
We will deliver a single, unified advertising platform, where customers will access all of their LinkedIn programs. We will take the best of Lead Accelerator and integrate those capabilities with our Campaign Manager platform which supports Sponsored Updates, Sponsored InMail, Text Ads and other LinkedIn ad products. We will also continue to invest in helping clients reach valuable LinkedIn audiences offsite with a focus on native ad formats and mobile. Additionally, we will deliver centralized reporting and APIs, giving customers and partners better visibility into their investments with LinkedIn Marketing Solutions.

The near-term success of our customers remains paramount, so as we roll out key features into our Campaign Manager, we will continue to support the stand-alone Lead Accelerator platform until the end of the year. We will work closely with customers to create a smooth migration, taking their feedback along the way.


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marketingIO's insight:

FWIW...

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Introducing new ways to access CrunchBase Data | Info @ CrunchBase

Introducing new ways to access CrunchBase Data | Info @ CrunchBase | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Not inexpensive, but valuable.

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Should you publish on Medium… or only on your blog? - Copyhackers

Should you publish on Medium… or only on your blog? - Copyhackers | The Marketing Technology Alert | Scoop.it

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Why Zapier is Your Dream Automation Software - process.it

Why Zapier is Your Dream Automation Software - process.it | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Zapier = GREAT!

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The MarTech Digest™, for Wednesday 2/10/16 #MarTech #DigitalMarketing

The MarTech Digest™, for Wednesday 2/10/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

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

 

 

See ALL Top Curated Marketing Technology Summaries here.

 

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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Customer Experience Matrix: Marketing attribution systems: a quick look at the options

Customer Experience Matrix: Marketing attribution systems: a quick look at the options | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Please click through for details behind the description to each.

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