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Marketing Automation Has Plenty of Room for Growth - Marketing Pilgrim | #TheMarketingAutomationAlert

Marketing Automation Has Plenty of Room for Growth - Marketing Pilgrim | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
We talk a lot about marketing automation these days and for good reason. In the new world order of Internet marketing it is a volume game.


Excerpt...


With a very small percentage of both B2C and B2B marketers using marketing automation extensively there is plenty of room for marketing automation options to grow. By the way, what in the world is limited use of marketing automation? The reality is that you are either way in or you are not really doing it at all.

 

So why the limited use? Well, simply put, content marketing and other forms of inbound marketing are hard to do. There’s nothing more to say really.

 

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iNeoMarketing's insight:

There's upside, but that upside continues to shrink. Note the early reports of a high degree of system failure: 30%. And that's failure due to humans not the applications.

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The Marketing Automation Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Marketing Engineering? Marketing Engineering!, and the Top 9 Marketing Technology Articles Curated Thursday, 7/24/14

Marketing Engineering? Marketing Engineering!, and the Top 9 Marketing Technology Articles Curated Thursday, 7/24/14 | The Marketing Technology Alert | Scoop.it

Engineering:

The work of designing and creating…new products or systems by using scientific methods.

Merriam-Webster.com

 

A few days ago, Scott Brinker in a MarketingLand article referenced the term “marketing engineering” which immediately piqued my interest. It was in reference to the growing use of technology to overhaul marketing processes that drives greater business efficacy, i.e., more opportunities, more revenue, more customers.

 

Is there such a thing as marketing engineering? Are we at a point today where the marketing discipline can be referred to as engineering?

 

Mechanical, Civil, Chemical, etc. Engineers would scoff at the notion. After all, there are college degrees proffered in those disciplines, not to mention professional societies with professional testing to achieve professionally certified degrees.

 

But take a look at the Merriam-Webster definition: the operative word is “scientific.” Is science used as a part of a Concrete Engineer’s profession? Absolutely: a knowledge of the components to concrete plus math (pour rate, etc.) points to the use of science to create something new.

 

Is math and science used as a part of a Software Engineer’s bag of tricks? Math is, and it is absolutely a requirement as a part of the effort to meet a Software Engineering degree. But science (knowledge about or study of the natural world based on facts learned through experiments and observation, also known as the scientific method)?

 

To answer that question, I’m drawn to the world of mechanical engineering, which is probably the closest discipline to software engineering where I can find common ground. If ME is acceptable (where machines designed and tested using math, testing and observation), then I have to think that the design of code to create output using math and the scientific method allows us to accept the term software engineering.

 

So if marketing technology involves the design and use of new processes through math and the scientific method, then I’m starting to feel real comfortable with the term “marketing engineering.”

 

But it requires a definition and far more structure. More on this tomorrow.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > [FREE] Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide - Digital Marketing Depot http://sco.lt/7z95bV

-- > Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger http://sco.lt/5Y8UPB

-- > [FREE] Digital Marketing Insights for 2014 eBook - Celebrus Technologies Ltd http://sco.lt/8MUIwD

-- > Most Companies Expect CMO to Lead Digital Transformation - AdAge http://sco.lt/5HjrWr

-- > How CMOs and CIOs Feel About Collaboration - Marketing Charts http://sco.lt/6Sktgv

-- > Email Deliverability: 4 Horrible Myths On The Rise - MarketingLand http://sco.lt/6Y9HA9

-- > Should You Still Care About Google Authorship? - ClickZ http://sco.lt/5mo77p

-- > This app promises to make your writing bold & clear, just like Hemingway - VentureBeat http://sco.lt/8PfT0L

-- > The era of data-driven marketing [Infographic] - Econsultancy http://sco.lt/6okXDt

 

See ALL Top Curated Marketing Technology Articles here.

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[FREE] Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide - Digital Marketing Depot

[FREE] Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide - Digital Marketing Depot | The Marketing Technology Alert | Scoop.it

Learn about the latest trends, opportunities and challenges facing the market for enterprise digital analytics — particularly in light of the explosion in social media marketing and social analytics.

• What trends are driving the adoption of enterprise digital analytics tools?

• Who are the leading players in enterprise digital analytics?

• What capabilities do enterprise web analytics tools provide?

• Does my company need an enterprise digital analytics tool?

• How much do enterprise digital analytics tools cost?

 

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Enterprise-oriented.

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[FREE] Digital Marketing Insights for 2014 eBook - Celebrus Technologies Ltd

Excerpt...


This research, commissioned jointly by Celebrus and Teradata and conducted by MyCustomer.com, asked digital marketers from the UK, France and Germany about:

Their digital marketing priorities and challenges.

 If they have a single customer view, what data they are using and where it is stored.

 The benefits they are seeing from a single customer view and their future plans.

 The analytics they are undertaking and how it is improving their marketing results.

 How customer analytics is being resourced and how things will change by 2016.

 The importance of personalisation and the role of real-time now, and in two years. 

 

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iNeoMarketing's insight:

UK, France and Germany focus.

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Glenn Cooper's curator insight, July 23, 9:43 PM

How did we do this stuff before computers?

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How CMOs and CIOs Feel About Collaboration - Marketing Charts

How CMOs and CIOs Feel About Collaboration - Marketing Charts | The Marketing Technology Alert | Scoop.it

Excerpt...


Last year, 44% of global CMOs surveyed by Accenture felt that there was no need for alignment with CIOs. This year’s Accenture study of the CMO-CIO relationship finds a rapprochement of sorts, with 83% of IT executives feeling a need to align and interact with marketing (up from 77% in 2012) and 69% of marketing executives feeling the same way about IT (up from 56% in 2012). But while many see the relationship improving, 45% of CMOs believe more collaboration is needed, and some problems persist.

 

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iNeoMarketing's insight:

"Strongly Agree" should be far higher.


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Should You Still Care About Google Authorship? - ClickZ

Should You Still Care About Google Authorship? - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Should I Give Up on Google Authorship?

 

The short answer is no. Authorship is still important, especially for those looking to establish themselves as a thought leader in their space (and what savvy business person isn't striving to do just that?). Authorship should be one piece of your overall digital strategy, which should also include creating and publishing original content, providing value to your customers and other online users, increasing awareness, and establishing relationships with users and influencers.

 

This change was written on the walls. Google already started reducing the size and results of lesser-known authors months ago. Referred to as "second-class authorship" by Mark Traphagen, these authors aren't known experts in their field, but they had correctly implemented authorship and were creating original content.

 

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iNeoMarketing's insight:

You need to continue down this path until you knock yourself out from banging your head against the wall. It's too important.

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The era of data-driven marketing [Infographic] - Econsultancy

The era of data-driven marketing [Infographic] - Econsultancy | The Marketing Technology Alert | Scoop.it
Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology.


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A Step Towards Creating a World-Class Marketing Team - HubSpot

A Step Towards Creating a World-Class Marketing Team - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


The "growth hacker" or "full-stack marketer" is every CMO's dream. The challenge with finding this person, however, is that he or she is a unicorn – everybody has their fair share of strengths and weaknesses. 

 

Instead of looking for one person that's a data scientist/programmer/designer/content writer extraordinaire, it’s important to fill these needs in bits and pieces.

 

First, make a list of your marketing team’s existing -- and potential -- growth opportunities. Next, determine the skillsets that are most critical to accomplishing these goals. You’ll likely need a strong project manager, someone who rocks with spreadsheets and numbers, a visual content pro, an enthusiastic programmer, a business development engine, a researcher, and a writer. Connect the dots between these skills by hiring multiple people who together, create the foundations of the "ultimate" marketing team instead of trying to find one person with all of these skill sets. 

 

This blended hiring approach will force you to build an inter-connected, collaborative team. At the same time, you’ll boost efficiencies by hiring team members who can execute initiatives quickly with minimal direction. 

 

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iNeoMarketing's insight:

It sounds so simple, but the sad truth is that demand is outstripping supply, and insourcing must rely on contractors to get the job done.

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I, Robot: How Marketing Automation Can Destroy Your Content Marketing Strategy - Contently

I, Robot: How Marketing Automation Can Destroy Your Content Marketing Strategy - Contently | The Marketing Technology Alert | Scoop.it

Excerpt...


Even worse, too heavy a reliance on marketing automation in lieu of the kind of best practices that actually make it work properly can do a lot of damage to your content marketing strategy. After all, content marketing—and, really, all inbound marketing—relies, to a large extent, on your company’s reputation. Before they’re going to raise their hands and identify themselves as prospects and leads, visitors to your website (or consumers of any other content you create) need to know, like, and trust you. They need to believe you’re working with their best interests in mind, that you care about them as individuals, and that what you have to say means something important to them personally. Of course, it’s not possible to scale personalized email and social media messaging to the extent that it can support your business without some form of automation. But when your automated emails sound robotic, you suddenly draw the curtain back and shout out loud to your prospects, “You’re just cogs in this machine I’ve built, so stand in line and let me place you on my conveyor belt!” And that doesn’t leave your prospects feeling very good.

 

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iNeoMarketing's insight:

And as a result, the author indirectly argues for a persona-based content strategy. Which is a basic.

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beth knost's curator insight, July 23, 6:17 AM

Do you use bots?

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MarTech: Technology Management As A Marketing Discipline - MarketingLand

MarTech: Technology Management As A Marketing Discipline - MarketingLand | The Marketing Technology Alert | Scoop.it

Excerpt...


We’re quite certain that marketing is not about the technology. It’s about customers and the market, which are still influenced predominantly by the soft science and art that our guild celebrates. Yet we can’t deny that marketing has also become tremendously dependent — some would say codependent — on technology to deliver the fruits of our craft at the speed, scale, and contextual plurality that the digital world demands.

 

This tension between what we do with technology vs. the technology itself is reminiscent of the debate of art vs. science in our industry. But they’re both false dichotomies. They don’t have to be opposing worldviews. On the contrary, there can be a virtuous cycle between the two: technology inspiring marketing and marketing inspiring technology. The boundaries between them quickly blur.

 

We resolve our conflict by embracing technology strategy and management as a native part of marketing. It’s neither master nor slave, but an equal partner in concept and execution. We learn to see processes, systems, and technology as expressions of marketing in a digital world.

 

It’s more than marketing operations. It’s more like marketing engineering. More accurately, it is the engineering of customer experience, from a prospect’s first touchpoint through their lifetime relationship with your firm.

 

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iNeoMarketing's insight:

The article's written by Scott Brinker (no wonder). Note that reference: "It’s more than marketing operations. It’s more like marketing engineering." Marketing Engineering! Now that's a great moniker that seems to make sense. Wouldn't be surprised to see this presented at the MarTech conference.

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What Is the Future of Email Marketing? - AdWeek

What Is the Future of Email Marketing? - AdWeek | The Marketing Technology Alert | Scoop.it

Excerpt...


Here are some key takeaways:

 

• Go responsive: 41 percent of opens now happen on mobile devices
Opening email on mobile devices is now more common than opening in desktop or webmail clients. For this reason, marketers need to prioritize responsive designs to get the best possible outcome from their campaigns.

 

• Improve the content: First open results in fewer clicks on mobile
Readers are less likely to click through on the initial open from mobile devices than they are from their desktops. The standard for compelling content is higher than ever.

 

• Create incentive: Drive second opens on desktop
Mobile readers who open emails a second time from the desktop are 65 percent more likely to click through than readers opening for the first time. Marketers need to understand how to drive subsequent opens. 

 

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iNeoMarketing's insight:

You can find the report here: http://cl.ly/2z0P0Q3g0Q0R

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Marketing Automation: Top Objectives and Most Useful Metrics - Marketing Charts

Marketing Automation: Top Objectives and Most Useful Metrics - Marketing Charts | The Marketing Technology Alert | Scoop.it

Marketing automation tools are being used with a number of important objectives in mind, and have been generally successful in achieving those objectives, according to a new report from Ascend2 and its Research Partners based on a survey of 291 marketing, sales and business professionals from around the world, three-quarters of whom are B2B-focused. The most commonly-cited objectives were improving marketing productivity (45%), increasing sales revenue (44%), increasing lead generation (42%) and improving lead nurturing (41%); only 7% rated marketing automation as not being successful in meeting their objectives.

 

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iNeoMarketing's insight:

Improve marketing productivity? NO! It's about improving marketing efficacy...measurably!

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The top 7 social media marketing trends in 2014 - The Hub

The top 7 social media marketing trends in 2014 - The Hub | The Marketing Technology Alert | Scoop.it

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Greg Bonsib's curator insight, July 23, 2:11 AM

Are you doing all 7 of these?

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Marketing’s Talent Shortage Troisième Partie, and the Top 12 Marketing Technology Articles Curated Tuesday, 7/22/14

Marketing’s Talent Shortage Troisième Partie, and the Top 12 Marketing Technology Articles Curated Tuesday, 7/22/14 | The Marketing Technology Alert | Scoop.it

It’s obvious that Marketing needs help executing and managing marketing technology, and it’s not going to be internally done by IT. This is a marketing function, a marketing responsibility, and it needs to be carried out by marketing.

 

Great. Now what? So you want to solve your talent shortage by retraining staff?

 

Yes?  It is a solution to train existing staffers on the new technologies. Doable, but unless they have the aptitude, are interested and motivated, and their current responsibilities can be reassigned, it won’t work. You need some baseline knowledge of tech to accomplish the work at hand. So it’s not going to happen: insourcing via existing staff will not work.

 

But hold on: we just touched on something. What about IT resources working in conjunction with Marketing resources? Couldn’t the two work together?

 

Again, we’re talking about burdening the existing staff with a whole bevy of new technologies. Remember that IT will need to be a part of the process regardless of outsourced or insourced assistance: from security to internal flows to integration. Now we’re adding new burdens, which means more hours, which means more staff. And for the paranoid: do you really want to cede some control over marketing technology to IT?

 

So insourcing relying solely on existing staff looks to be a non-starter. We’ll tie things up tomorrow with recommendations.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Easy Ways to Personalize Content with Marketing Automation - Kapost Content Marketeer http://sco.lt/5UORG5

-- > Why You Shouldn’t Hire a Marketing Consultant - QuickSprout http://sco.lt/8A9d7h

-- > Why We Are Hiring for a New Content Role (and You Should Too) http://sco.lt/7hlk7F

-- > 5 Google+ Tips to Improve Your Networking | Social Media Examiner http://sco.lt/5inr9t

-- > Value Proposition: 4 key questions to help you slice through hype | MarketingExperiments Blog: Research-driven ... http://sco.lt/79v4r3

-- > Three Scientifically Proven Tests to Select a Name That Works - Profs http://sco.lt/8SlBI1

-- > The Customer Experience - Gartner http://sco.lt/7SWd1N

-- > For Social Media Leads, Automation Begets Automation - Ad Exchanger http://sco.lt/8nA5CL

-- > 2014 Gartner Magic Quadrant for SFA | http://SugarCRM.com  http://sco.lt/8OJ57Z

-- > Navigating the Class V Rapids of Marketing Technology - Chief Marketing Technologist http://sco.lt/7BeZub

-- > Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing ... http://sco.lt/5Kh2ET

-- > Create Compelling Marketing Videos That Educate and Entertain [Infographic] - Profs http://sco.lt/776zpZ

 

 

See ALL Top Curated Marketing Technology Articles here.

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How Much Do Chief Marketers Get Paid? [Infographic] - Profs

How Much Do Chief Marketers Get Paid? [Infographic] - Profs | The Marketing Technology Alert | Scoop.it
Career Management - Most chief marketers earn between $100,000 and $350,000 per year, according to a recent report from The CMO Council.


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Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger

Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger | The Marketing Technology Alert | Scoop.it

Digest...


Bizo brings a vast, pixel-based media exchange and anonymous demographic data on some 120 million-business professionals. This extends LinkedIn’s offsite reach and bolsters the quality of its in-market data.

 

What’s unique about LinkedIn’s new value proposition is the ability to fold marketing automation systems such as Eloqua or Marketo in with LinkedIn’s own properties.

 

One of the key benefits for B2B marketer clients is the ability to more effectively move leads through the sales funnel, according to Mary Beth Keelty, VP of marketing for agency PM Digital. "With content and relevancy continuing to grow in importance, this combination will offer great opportunities for B2B organizations to [get even more targeted with] media."

 

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iNeoMarketing's insight:

The more I look at this, the more fantastic it becomes. It may be...everything.

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Most Companies Expect CMO to Lead Digital Transformation - AdAge

Most Companies Expect CMO to Lead Digital Transformation - AdAge | The Marketing Technology Alert | Scoop.it

Digest...


Eighty eight percent of companies said they are going through a formal digital transformation effort this year, according to the report. The trend is one marketers should pay attention to, as 54% of companies surveyed by Altimeter said the mandate to lead the digital transformation is driven by the CMO. CEOs, the report found, champion digital transformation 42% of the time, with CIOs coming in at 29%. Respondents were asked to select all that apply.

 

The report comes at a time when many companies are implementing new technology across the board. Marketers are investing in social media management tools, marketing automation platforms and mobile friendly redesigns. Sales and customer service are quickly adopting customer relationship management (CRM) software. And the list goes on.

 

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iNeoMarketing's insight:

When martech spending will exceed IT spending by 2017, this is a natural conclusion.

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Email Deliverability: 4 Horrible Myths On The Rise - MarketingLand

Email Deliverability: 4 Horrible Myths On The Rise - MarketingLand | The Marketing Technology Alert | Scoop.it

Digest...


Myth #1: I Don’t Need To Worry About Placement If I Have A High Sender Score

Your Sender Score isn’t the same as your inbox placement rate. Instead, think of a low Sender Score as a higher likelihood that most, or all, email being sent from your IP address will be delivered to spam.

A high Sender Score is a lot like the TSA priority screening lines at the airport. You may be able to keep your shoes and belt on, but you still have to have to go through the metal detectors, and your luggage still needs to get scanned. For senders, a high Sender Score means that email providers will give your emails less scrutiny, but your emails will still run through some filters regardless.

 

Myth #2: Spam Traps Never Click Or Open An Email, So I Can Just Remove All My Inactives

Because spam trap network operators will often open an email for further verification if an email address is truly spam, and will even follow links in the email. Rather than removing subscribers based on open and click activity, focus on engagement levels over time and adjust your content, frequency and/or cadence accordingly.

 

Myth #3: I’m A B2B Sender, So I Don’t Need To Worry About Email Filters

Last time we looked at our own database, a third of all the B2B domains in our subscriber file were hosted by Google, which means that they are using the same filters as Gmail. Gmail’s spam filter looks at reputation data like spam traps, complaints, and unknown users, among dozens of other criteria. As a result, B2B email marketers need to follow the same deliverability rules and practices as their B2C counterparts.

 

Myth #4: My Emails Won’t Be Delivered To The Spam Folder If My Complaint Rates Are Low

If you find yourself asking a postmaster to deliver your emails to the inbox because of low complaints, try instead focusing on getting your subscribers to mark your emails as “not spam.”

 

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iNeoMarketing's insight:

And this is especially pertinent as the B2B world is so damn reliant on email communications.

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This app promises to make your writing bold & clear, just like Hemingway - VentureBeat

This app promises to make your writing bold & clear, just like Hemingway - VentureBeat | The Marketing Technology Alert | Scoop.it

Excerpt...


The Hemingway Editor might make you a better writer.

 

When the Hemingway Editor first debuted, it took the Internet by storm. The site hit the Web months ago, and now it’s available as a $5 desktop app with new perks: offline use, markdown support, and the ability to save and open your work.

 

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iNeoMarketing's insight:

FYI

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Solving the MarTech Talent Shortage, and the Top 10 Marketing Technology Articles Curated Wednesday, 7/23/14

Solving the MarTech Talent Shortage, and the Top 10 Marketing Technology Articles Curated Wednesday, 7/23/14 | The Marketing Technology Alert | Scoop.it

So falling back to the IT explosion analogy so that the world of MarTech staffing doesn’t repeat history: which staffing strategy worked, especially during the early period of explosion? Insourcing.

 

Insourcing worked very well for companies of all sizes as it was the fastest means to accomplish the short and medium term projects. Specifically, it was finding ‘n hiring, contracting individuals and contracting teams that were the most helpful to the IT manager. Each had its pros and cons, but was better than the alternatives: outsourcing and retraining existing staff.

 

The same applies to today’s B2B Marketers:

  • Finding ‘n hiring is the most difficult. It requires flexibility in job description matches to qualifications, and may (may) require additional training. And it’s not only the candidate that may need training: it’s your HR recruiting team that may need help. Most likely, they’ll want to work with an outside firm to help place individuals. What, no HR recruiting team? Then you definitely want to work with that placement firm!
  • Contracting professionals, assuming requirements are accurately written, will be a quick solution to staffing. Yes, there are negatives associated with this, e.g., need to manage, transience, etc., but if you (or HR) work closely with the right staffing team, a solution is close by.
  • Lastly, there’s the insourcing of projects, where it includes not only the contractor(s) but the project manager to act as your proxy to internal constituents and suppliers. Far less of a burden, especially for the B2B Manager who needs a bit more tech guidance.

 

Many options, good and bad. But the fact is that there ARE options to the rising tsunami of martech needs growing across all B2B environments.

 

Explore away.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > A Step Towards Creating a World-Class Marketing Team - HubSpot http://sco.lt/8AGmOX

-- > Building A Robust B2B Marketing Platform Through Bizo Acquisition - LinkedIn http://sco.lt/4t1zGL

-- > I, Robot: How Marketing Automation Can Destroy Your Content Marketing Strategy - Contently http://sco.lt/5A3v4D

-- > Which analytics tools do marketers use? And are they paid-for or free? - Econsultancy http://sco.lt/6SK05x

-- > MarTech: Technology Management As A Marketing Discipline - MarketingLand http://sco.lt/6IAqC9

-- > Marketing’s New Digital Role Is Shortchanging IT - HBR http://sco.lt/8ywB73

-- > What Is the Future of Email Marketing? - AdWeek http://sco.lt/8aJTZx

-- > Marketing automation for sales: CallidusCloud inserts 'mini-Hootsuite' into Gmail - VentureBeat http://sco.lt/7Za7ph

-- > The top 7 social media marketing trends in 2014 - The Hub http://sco.lt/4wRRs9

-- > 8 Types Of Tweet That Drive Engagement On Twitter - #infographic - Digital Information World http://sco.lt/96K1Xl

 

See ALL Top Curated Marketing Technology Articles here.

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Building A Robust B2B Marketing Platform Through Bizo Acquisition - LinkedIn

We believe the talent, products, and technology the Bizo team brings will enhance LinkedIn's ability to offer a comprehensive B2B marketing platform for brands…


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iNeoMarketing's insight:

This could be a big deal for the B2B marketer, and we need to keep an eye on this as they fold in Bizo.

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Which analytics tools do marketers use? And are they paid-for or free? - Econsultancy

Which analytics tools do marketers use? And are they paid-for or free? - Econsultancy | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

Excel?

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Marketing’s New Digital Role Is Shortchanging IT - HBR

Marketing’s New Digital Role Is Shortchanging IT - HBR | The Marketing Technology Alert | Scoop.it

Digest...


As evidence of marketing’s central role, just look at which department in your firm is commanding the fastest-growing share of the technology budget and attracting the lion’s share of data analysts and data scientists. There are fewer marketing majors at the controls of marketing decisions than ever before, as the skills needed to participate in the revolution have been redefined. With data analytics as the driver and automation as the goal, marketing departments are scrambling to pull in skills that would have lived purely in IT and in the quant labs of financial service firms. These skills are now reaching beyond data analysis to encompass information architecture, application development, and technology project management.

 

This might be all to the good except that the rapid change in marketing roles and skills has come at the expense of the traditional IT organization. More than just a drain or overlap in skills, organizational budgets have shifted rapidly away from IT, leaving the CIO scrambling to support legacy systems that are still necessary and costly to maintain.

 

For this revolution to work, organizational power can’t simply continue to devolve from IT to the marketing department. CIOs and CMOs must meet in the middle. Decades of safe, smart IT practice needs to be applied to the new ways of finding and using data.

 

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iNeoMarketing's insight:

Interesting phenomena: budget shifting to Marketing leaving IT to maintain existing systems. No: it should not be like this. IT is a partner, and must be treated as one.

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Marketing automation for sales: CallidusCloud inserts 'mini-Hootsuite' into Gmail - VentureBeat

Marketing automation for sales: CallidusCloud inserts 'mini-Hootsuite' into Gmail - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Shortly, the company will launch a hybrid marketing automation/CRM-light/social media marketing capability for sales reps that will live right inside their Gmail inboxes. It’s called LeadRocket, drawing on technology from an acquisition CallidusCloud made in February of this year, and theoretically, it will integrate seamlessly into what sales reps already do.

 

It’s much like a marketing automation system but much simpler. Inside Gmail, sales reps can tap into assets and campaigns defined in the CallidusCloud marketing automation system, run their regular correspondence as they would normally do, and still have the tracking and management features that the higher-ups want.

 

The tool includes automated follow-up and integration with nurture campaigns, taking some stress off reps’ shoulders. It also provides editable pre-built blocks of text for sales follow-up emails, and it gives sales reps insight into whether or not emails were opened, right within Gmail.

 

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iNeoMarketing's insight:

For our SMB brethren. However, I still cannot figure out CallidusCloud and their products.

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35 Tools to Enhance Your Content Marketing Efforts (Infographic) - ClickZ

35 Tools to Enhance Your Content Marketing Efforts (Infographic) - ClickZ | The Marketing Technology Alert | Scoop.it

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Marilyn Moran's curator insight, July 22, 5:18 PM

I use quite a few of these tools and can personally vouch for them.

beth knost's curator insight, July 23, 10:32 AM

How many do you use?

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8 Types Of Tweet That Drive Engagement On Twitter - #infographic - Digital Information World

8 Types Of Tweet That Drive Engagement On Twitter - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it

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