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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 Top 9 MarTech Articles Curated Wednesday, 12/24/14

The Top 9 MarTech Articles Curated Wednesday, 12/24/14 | The Marketing Technology Alert | Scoop.it

 We’re taking a few days off, and we’ll see you on Monday. Enjoy this wonderful holiday season. Drive carefully.

 

Today’s curated articles collected for your quick review:

>> Marketing automation as a bellwether of overall martech landscape - Chief Marketing Technologist

>> The power of native advertising in boosting B2B sales | Wheelhouse Advisors

>> List of Local SEO Citation Sites | Siteber

>> The Marketing Analytics Practice Is Evolving: How Can You Adapt? - Marketing Land

>> [Framework] Modern Marketing: Today’s Marketing Process and “Marketing Cloud” Technology Platform | Altimeter Group

>> What is One of the Most Important Contributors to Marketing Automation Success? - Marketo

>> Salesforce is slowly siphoning LinkedIn's data science team - VentureBeat

>> Introduction to Content Curation - Cendrine Marrouat

>> How to Launch Your B2B Social Media Presence: A 30-Day Plan - ClickZ

 

 

See ALL Top Curated Marketing Technology Articles here.

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Marketing automation as a bellwether of overall martech landscape - Chief Marketing Technologist

Marketing automation as a bellwether of overall martech landscape - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it
I believe this category is a bellwether of the larger marketing technology sector: it is both consolidating on one side, while exploding with new entrepreneurial ventures on the other.

In fact, this year, I decided to split out the “major” platforms and suites into their own category. This was partly due to the need to reduce redundancy (otherwise, they’d deserve logos in a whole slew of categories) and partly to recognize that they are qualitatively at a different scale.


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iNeoMarketing's insight:

I’ve been reviewing marketing technology articles over a wide array of publications each day for over the past 4+ years, and I’ve concluded that data drives everything martech today, and will do so at even higher levels tomorrow.


So to that end, those companies that play in the data acquisition, management, analysis, etc. space are far more influential in the martech landscape than MAPs. It’s the rudder to the martech ship right now, and the bellwether for future industry activities that include marketing automation.

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The power of native advertising in boosting B2B sales | Wheelhouse Advisors

The power of native advertising in boosting B2B sales | Wheelhouse Advisors | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

By no means do I support native especially as it applies to B2B. But should you participate in a display advertising campaign (non-social), then here's a native argument. 

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List of Local SEO Citation Sites | Siteber

List of Local SEO Citation Sites | Siteber | The Marketing Technology Alert | Scoop.it

Summary...


The key element when it come to the local SEO is to be consistent. When you are submitting information to local SEO citation sites, you need to make sure that information is correct and consistent across all citation websites.

 

Again, in order to rank or beat your local competitors, you need to be consistent. For example, if you are providing phone number or email, you need to make sure that every one of them is using the same phone number and email. That same goes to your business location; even if you have 2 business locations, you need to make the decision which location you want to go with.

 

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iNeoMarketing's insight:

If this is of interest, then you need to click through to review the sites. It is an extensive, comprehensive list, too large to scoop here.

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The Marketing Analytics Practice Is Evolving: How Can You Adapt? - Marketing Land

The Marketing Analytics Practice Is Evolving: How Can You Adapt? - Marketing Land | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Marketing analytics far more complex than just measuring clicks. Time to take a very serious look at MA, and the appropriate staffing or outsourcing of the function.

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[Framework] Modern Marketing: Today’s Marketing Process and “Marketing Cloud” Technology Platform | Altimeter Group

[Framework] Modern Marketing: Today’s Marketing Process and “Marketing Cloud” Technology Platform | Altimeter Group | The Marketing Technology Alert | Scoop.it
What will 2015 bring marketers? Rather than look into a crystal ball, we have only to look at the present.


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iNeoMarketing's insight:

It'd be worthwhile to click through and ponder this piece a bit.

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Carl Bischoff's curator insight, December 23, 7:08 PM

nice spin on the marketing universe

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What is One of the Most Important Contributors to Marketing Automation Success? - Marketo

What is One of the Most Important Contributors to Marketing Automation Success? - Marketo | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

There's a difference between educating newbies and martechies, and there's a difference between training marketers and sales and others in the organization. Different plans, different curriculum, different goals.

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Salesforce is slowly siphoning LinkedIn's data science team - VentureBeat

Salesforce is slowly siphoning LinkedIn's data science team - VentureBeat | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Data is driving everything in the martech world, and it continues as the best/brightest get picked off.

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Introduction to Content Curation - Cendrine Marrouat

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iNeoMarketing's insight:

Cendrine is a colleague, and her introduction to curation is spot-on.

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How to Launch Your B2B Social Media Presence: A 30-Day Plan - ClickZ

How to Launch Your B2B Social Media Presence: A 30-Day Plan - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


1. Decide Where to Post

2. Set Your Frequency

3. Follow the Leaders

Set a goal of following 10 to 20 relevant industry figures daily – by the end of the month you’ll be following 300 to 600 people, a healthy figure for any brand starting out.

4. Curate the Conversation

Share articles, retweet posts

5. Don’t Buy Followers.

6. Check Your Progress and Set Future Goals

Some good, realistic monthly goals are to grow posting frequency by 20 percent (until you reach a steady state) and to expand your audience by 15 percent.

 

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iNeoMarketing's insight:

Social Media 101. Incorporate this step: targeting individuals in your industry and follow/connect/friend each one. Yeah it takes work, but worthwhile.

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The Top 9 MarTech Articles Curated Tuesday, 12/23/14

The Top 9 MarTech Articles Curated Tuesday, 12/23/14 | The Marketing Technology Alert | Scoop.it

 Today’s curated articles collected for your quick review:

>> 2 Easy Ways to Start Tracking Social Media with Google Analytics - OMI Blog

>> Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category - Influitive

>> 6 Prevalent B2B Marketing Myths to Abandon in 2015 - Circle S Studios

>> Can You Write Viral Copy like The Huffington Post?: 6 reasons why you might not be stacking up | MarketingExperiments Blog

>> Here's Why Oracle Just Made A Really Odd Acquisition - Business Insider

>> Oracle Continues March To Cloud Buying Data As A Service Broker Datalogix - TechCrunch

>> 21 Free Design Tools for Marketers on a Budget - HubSpot

>> 8 Psychological Triggers to Optimize Your Pricing Page - KISSmetrics

>> Why Explainer Videos Are the Greatest Marketing Tools [Infographic] - B2B Infographics

 

 

See ALL Top Curated Marketing Technology Articles here.

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2 Easy Ways to Start Tracking Social Media with Google Analytics - OMI Blog

2 Easy Ways to Start Tracking Social Media with Google Analytics - OMI Blog | The Marketing Technology Alert | Scoop.it
The versatility and customization available through Google Analytics is well worth the effort of learning how to use this set of tools for social tracking.


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iNeoMarketing's insight:

The insight won't exactly set your hair on fire, but it's a basic should you not be using a social media measurement tool.

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donhornsby's curator insight, December 23, 8:47 AM

If you’re already using Google Analytics, I don’t need to tell you that there are many, many more ways to use this free service to track your efforts and refine your strategy. From A/B testing ad buys to focusing the content you share, these tools are more specific, customizable and ultimately useful than the built-in insights you get from Facebook and other platforms. Use both together to get a big picture and close up look at your social media efforts and their results. - See more at: http://www.onlinemarketinginstitute.org/blog/2014/12/2-easy-ways-to-start-tracking-social-media-with-google-analytics/#sthash.Tde6nlQp.dpuf

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Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category - Influitive

There is little that is more rewarding for entrepreneurs and executives than creating an entirely new category, fueled by disruptive innovation. Consider the new giants of our time, like salesforce.com, Tesla and Uber, and the incredible value created by their leaders.

We have invited back serial entrepreneur Mark Organ to deliver a sequel to his top-rated presentation last year on category creation. In this session you will learn not just how to define and build your category, but how to dominate it. How do you market differently when building a category versus entering an existing one? How to craft messaging to appeal to the missionaries you need to build your category and company? How to leverage your customer advocates and key influencers to grow efficiently? Mark will answer these questions and much more.


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iNeoMarketing's insight:

The overall strategy is sound. Difficult as hell, but sound (and not for the faint of heart).

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6 Prevalent B2B Marketing Myths to Abandon in 2015 - Circle S Studios

6 Prevalent B2B Marketing Myths to Abandon in 2015 - Circle S Studios | The Marketing Technology Alert | Scoop.it

Digest...


1. Content marketing = SEO

2. We don’t make sales or close deals on our website

3. Marketing automation software is a magic wand for online marketing

4. We need to be on as many social platforms as possible OR we don’t need to leverage social media at all

5. Email marketing = sending out company eNewsletters

6. Marketing’s work is done once the sale is made 

 

 

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iNeoMarketing's insight:

My clarification of #4: social media advertising needs to be evaluated and tested.

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Can You Write Viral Copy like The Huffington Post?: 6 reasons why you might not be stacking up | MarketingExperiments Blog

Can You Write Viral Copy like The Huffington Post?: 6 reasons why you might not be stacking up | MarketingExperiments Blog | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Real data to justify the 6 reasons. Excellent findings that are useful for all content creators and marketers.

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Here's Why Oracle Just Made A Really Odd Acquisition - Business Insider

Here's Why Oracle Just Made A Really Odd Acquisition - Business Insider | The Marketing Technology Alert | Scoop.it
There are a lot of questions surrounding this deal like why Oracle bought Datalogix when it already had BlueKai.


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iNeoMarketing's insight:

At first I didn't think much of today's acquisition, as Datalogix plays primarily in the B2C space. However, the combination of Datalogix and Blue Kai as the lead horses to Data Cloud makes sense and could have B2B implications. Data continues to be a battlefront between the big players.

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Oracle Continues March To Cloud Buying Data As A Service Broker Datalogix - TechCrunch

Oracle Continues March To Cloud Buying Data As A Service Broker Datalogix - TechCrunch | The Marketing Technology Alert | Scoop.it
Oracle added another piece to its growing cloud portfolio today, buying digital-marketing, Data as a Service broker Datalogix. The move not only gives Oracle another cloud tool, it’s one that’s aimed directly at marketers, an area where Oracle is fighting hard with rival Salesforce.com and others for dominance.

The announcement did not include terms.

Datalogix gives Oracle a data-driven service, designed to help companies link consumer spending with online ad campaigns, a powerful combination because it can help digital marketers understand if their online ad campaigns are actually translating into offline buying.


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iNeoMarketing's insight:

See the adjacent scoop for more insight into Oracle's efforts.

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21 Free Design Tools for Marketers on a Budget - HubSpot

21 Free Design Tools for Marketers on a Budget - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


Free Color Tools

1) Adobe Color CC

2) Design-Seeds

3) Image Color Picker

4) Paletton

5) COLOURLovers

6) Oto255

 

Free Font & Icon Tools

7) Google Fonts

8) WhatTheFont

9, 10 & 11) 1001 FontsFont SpaceFont Squirrel

12) IcoMoon 
13) IconFinder

14) Vecteezy

Free Image Creation, Sourcing & Editing Tools

15) Skitch

16 & 17) PixlrSumopaint

18) Pixabay

19) Death to Stock Photo

20) 60 Customizable Social Media Image Templates From HubSpot

21) Canva

 

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iNeoMarketing's insight:

This is an update from a list HubSpot created a few years ago, and always welcomed. Click through for more details on each free tool. For more free tools, search The Marketing Technology Alert under "Tools."

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8 Psychological Triggers to Optimize Your Pricing Page - KISSmetrics

8 Psychological Triggers to Optimize Your Pricing Page - KISSmetrics | The Marketing Technology Alert | Scoop.it
In this post, we’ll take a look at psychological triggers that influence purchasing behavior. We’ll also go over how to incorporate the triggers into pricing pages.


Digest...


1. Decoy Effect

Considering the decoy effect, make sure you offer pricing plans that lead customers to purchase the plan you want them to purchase.

 

2. Anchoring Effect

Even though more accurate information may be presented later, people tend to rely on the first piece of information they receive. Showing an older, higher price gives consumers the sense that they are getting a deal.

 

3. Analysis Paralysis

While providing two or more options can be beneficial to satisfy consumer preference, you should be cautious about using too many options. Analysis paralysis happens when people overthink a situation to the extent that they never make a decision or take an action. In the context of pricing pages, offering too many options can cause consumers to overthink and leave the page.

 

4. Scarcity

The less there is of something the more valuable it is perceived to be.

 

5. Loss Aversion

Our desire to avoid pain or loss is even stronger than our desire to pursue joy or gain.

 

6. Hyperbolic Discounting

Hyperbolic discounting is a psychological trigger that has to do with the way we evaluate rewards. When given a choice between two awards, we tend to prefer the one that arrives sooner even if it is worth less. In other words, people favor an instant reward and discount the one they have to wait for.

 

7. Choice Supportive

Choice supportive is another psychological trigger that affects our purchasing habits. It refers to our general tendency to attribute a positive perspective to our past decisions. Once we’ve made a decision, we tend to continuously convince ourselves of the great decision we made, which is why pricing pages are a great place to show testimonials.

 

8. Trust

It all comes down to trust in the end. Customers need firm assurance that they can trust you before they turn over their credit card to your site, because that’s not an easy thing to do.

 

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iNeoMarketing's insight:

Excellent application of basic psychology principles applied to the pricing page. Click through for details on each.

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Why Explainer Videos Are the Greatest Marketing Tools [Infographic] - B2B Infographics

Why Explainer Videos Are the Greatest Marketing Tools [Infographic] - B2B Infographics | The Marketing Technology Alert | Scoop.it
Why Explainer Videos Are the Greatest Marketing Tools


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iNeoMarketing's insight:

If you're new to video, and Explainer Video is a great starting point.

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Dearth of Content, and The Top 7 MarTech Articles Curated Monday, 12/22/14

Dearth of Content, and The Top 7 MarTech Articles Curated Monday, 12/22/14 | The Marketing Technology Alert | Scoop.it

The cupboard is running a bit thin on quality MarTech articles out there. Tis the season.

 

Today’s curated articles collected for your quick review:

>> Digital Marketing Under the Microscope - Martin Kihn - Gartner

>> What you need to know about B2B advertising on Reddit - B2B News Network

>> Infogroup expands B2B database Sapphire - FierceCMO

>> 7 Spots to Score Free Email Marketing Templates | WordStream

>> Marketing tech 2015 events: Announcing Growth Summit and GrowthBeat - VentureBeat

>> Sales and Marketing Now Account for 48% of the Corporate IT Budget | Marketing Technology Blog

>> How To Create a Content Marketing Lead Nurturing Process [INFOGRAPHIC] - B2B Infographics

 

 

See ALL Top Curated Marketing Technology Articles here.

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Digital Marketing Under the Microscope - Martin Kihn - Gartner

Digital Marketing Under the Microscope - Martin Kihn - Gartner | The Marketing Technology Alert | Scoop.it
Organizational pressures show up in spending priorities and marketing budgets. Gartner’s 2015 CMO Spend Survey showed that in addition to enjoying support from the organization, for the most part, marketing spend patterns surfaced greater investment in the customer experience and a ramp in the trend blurring the line between traditional and digital marketing. We are nearing the moment when it’s all just “marketing.”

Our analysis also validated a trend many of our clients had been reporting anecdotally: namely, that marketing is tasked with a greater responsibility for managing capital budgets and stewarding tech buying decisions. In fact, the vast majority of our respondents reported that marketing had a dedicated capex budget, and that marketing owned or shared a P&L, earning revenue from digital commerce, advertising sales, selling data, and so on.


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iNeoMarketing's insight:

"With great marketing technology spending comes great ROI responsibility."  Conversely: don't ask for more budget unless you have your attribution modeling in place!

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What you need to know about B2B advertising on Reddit - B2B News Network

What you need to know about B2B advertising on Reddit - B2B News Network | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

I had no idea, and its probably because I never thought Reddit would accept social advertising given independence of the Reddit reader/user. Worthy of testing.

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Infogroup expands B2B database Sapphire - FierceCMO

Infogroup expands B2B database Sapphire - FierceCMO | The Marketing Technology Alert | Scoop.it
Infogroup Media Solutions has launched a new Sapphire suite of products, which combines several Infogroup platforms into a one-stop shop for B2B marketers.


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iNeoMarketing's insight:

FYI. Just be sure to investigate the various sources.

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7 Spots to Score Free Email Marketing Templates | WordStream

7 Spots to Score Free Email Marketing Templates | WordStream | The Marketing Technology Alert | Scoop.it
These free email marketing templates will help you get started on crafting your own customized, slick, and sleek email newsletter. Get your free templates now!


1. 99 Designs: 3 Email Templates For Various Uses

2. Campaign Monitor 30+ Free Email Templates

3. Mail Chimp Email Templates: 80+ Themes

4. Free PSD Files: 12+ Photoshop Email Templates

5. Litmus: 7 Responsive Email Templates

6. Zurb

7. Antwort

 

 

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iNeoMarketing's insight:

FYI if you're searching for some options. Look for responsive design!

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paul babicki's curator insight, December 24, 6:42 PM

http://netiquetteiq.blogspot.com

www.tabularosa.net

Roy Kenda's curator insight, December 25, 8:35 PM

Great Templates for any marketer easily customizable for your purposes

Curated by iNeoMarketing
The Marketing Automation Alert is curated content pertaining to marketing automation. From iNeoMarketing: a New Type of Marketing Agency for B2B Companies, focused on the implementation and management of B2B marketing automation. iNeoMarketing.com