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Infographic: Findability - 21 New Rules of Content Marketing - Marketing Technology Blog | #TheMarketingAutomationAlert

Infographic: Findability - 21 New Rules of Content Marketing - Marketing Technology Blog | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
While the foundations of building a site are still in play, it’s the content that’s now successfully driving the success to companies investing in great marketing strategies.

 

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Great graphic, and every single one rings true.

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The Top 10 MarTech Articles Curated Thursday, 11/20/14

The Top 10 MarTech Articles Curated Thursday, 11/20/14 | The Marketing Technology Alert | Scoop.it

 A bit more manageable reading list this morning. The eMarketer post summarizes exactly where we are with marketing technology: MAP, CRM, Analytics, Email Marketing. Everything else runs in second place. Give it a bit of time, but you’ll see predictive rise in the ranks as well. Forrester has some thoughts on FB and T, SFDC had a few announcements yesterday, and as usual, some infographics. Happy reading.

 

Today’s curated articles collected for your quick review:

>> Five Big Mistakes That B2B Marketers Make in Driving Leads

>> Marketers Rank the Technologies Designed to Help Them - eMarketer

>> Why Predictive Marketing Technologies Fall Short - Radius

>> Mintigo: Predictive Lead Scoring for the Enterprise | Marketing Technology Blog

>> Forrester Says Marketers Are Wasting Resources on Facebook, Twitter - MarketingLand

>> Salesforce brings Social Studio deeper into its Cloud family | VentureBeat

>> Salesforce Falls on Weak Guidance After Q3 Results Beat Expectations - Re/code

>> Involving SEOs in the content creation process - Biznology

>> [FREE] The ROI of Automation: A Pardot eBook

>> 12 Secrets of the Human Brain to Use in Your Marketing [Infographic] - B2B Infographic


See ALL Top Curated Marketing Technology Articles here.

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Marketers Rank the Technologies Designed to Help Them - eMarketer

Marketers Rank the Technologies Designed to Help Them - eMarketer | The Marketing Technology Alert | Scoop.it
As marketers struggle with marketing integration technologies, a survey from Ascend2 asked them what technologies were actually helpful in their data-driven marketing efforts. The survey base included marketing professionals worldwide, the bulk of whom worked at firms with fewer than 500 employees. And CRM software won out by 6 percentage points.

CRM software was the only type of digital marketing technologies that more than half of respondents said was useful in their data-driven efforts. Close to half said the same of marketing analytics software as well as email marketing software, and 46% gave the thumbs-up to marketing automation suites.


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iNeoMarketing's insight:

And there's your top 4, as if that was a surprise. 

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Mintigo: Predictive Lead Scoring for the Enterprise | Marketing Technology Blog

Mintigo: Predictive Lead Scoring for the Enterprise | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
As B2B marketers, we all know that having a lead scoring system to identify sales-ready leads or potential buyers is critical to running successful demand generation programs and to maintaining marketing-and-sales alignment. But implementing a lead scoring system that actually works is easier said than done. With Mintigo, you can now have lead scoring models that leverage the power of predictive analytics and big data to help you find your buyers faster. No more guessing.


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iNeoMarketing's insight:

A very attractive offering that deserves your attention if you've budgeted for predictive in 2015 (which I hope you have).

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Salesforce brings Social Studio deeper into its Cloud family | VentureBeat

Salesforce brings Social Studio deeper into its Cloud family | VentureBeat | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Progress with the Social Studio. Want to see the same progress with the Marketing Cloud, especially Pardot.

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Involving SEOs in the content creation process - Biznology

Involving SEOs in the content creation process - Biznology | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Especially the last point so that all content is SEO'd. So SEO needs to be done pre-creation and post-creation. Smart.

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12 Secrets of the Human Brain to Use in Your Marketing [Infographic] - B2B Infographic

12 Secrets of the Human Brain to Use in Your Marketing [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it
12 Secrets of the Human Brain to Use in Your Marketing


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3 Ways to Use Data for Successful Marketing in 2015 - CMO Essentials

3 Ways to Use Data for Successful Marketing in 2015 - CMO Essentials | The Marketing Technology Alert | Scoop.it

Digest...


Here are three ways you can action your data right now to hit the ground running on January 1st, 2015.

 

BUILD THE ULTIMATE CONTENT PLAN

Only 32% of marketers say that their content marketing strategy enables personalization. And yet, personalized content can greatly accelerate the sales cycle. You can use data to key up the right content based on your contact and accounts’ buying stage. Bucket your targets according to where they are in the buying journey.

 

PERSONALIZE YOUR WEBSITE EXPERIENCE

Companies with a website-content strategy designed around their audience’s preferences are nearly twice as likely to convert as those without. With 80% of today’s buyer’s journey taking place online, the experience a prospect has visiting your website and the information s/he encounters along the way is critical. Capitalize on your existing data to improve user experience and website lead conversion.

 

ROLL OUT A TARGETED ACCOUNT-BASED MARKETING CAMPAIGN

In the B2B world, buying decisions (especially highly considered purchases) are made by a buying committee rather than a single individual. Account-based marketing (ABM) focuses on nurturing that group of decision-makers as a whole. The more you know about an account’s behavior, the more personalized, precise and effective your ABM becomes…and the higher your chance of closing that account.

 

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iNeoMarketing's insight:

MIA: using the data to segment your DB by persona, and crafting your content, offers, messages, etc. accordingly.

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The 2015 B2B CMO Challenge: Measuring Content Performance - MarketingLand

The 2015 B2B CMO Challenge: Measuring Content Performance - MarketingLand | The Marketing Technology Alert | Scoop.it
If there’s one thing you can resolve to do as a CMO in 2015, it’s to put processes and measurements in place for your content activities. According to data from the Aberdeen Group, companies that have well-defined content management processes outperform those that don’t in terms of website click-through rates (4.5 percent versus 3.4 percent) and conversions (5.9 percent versus 3.8 percent).

As with any digital marketing initiative, you’ll need to first define the channels you’ll distribute your message within. You’ll then need to closely track those over time to gauge return.


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iNeoMarketing's insight:

I've yet to find specific measurements for content and social that are tied directly to business metrics. So all you can do is set your own objectives for your overall content marketing strategy. If you want to tie your efforts to business metrics, you'll need to rope in all marketing spend as a part of the formula.

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Marketo LaunchPoint Doubles In Size - Marketo

Marketo LaunchPoint Doubles In Size - Marketo | The Marketing Technology Alert | Scoop.it
Marketo announced that its LaunchPoint partner ecosystem has doubled in size since its inception in 2012. LaunchPoint now houses roughly 400 applications, offering applications that address areas such as analytics, mobile, video and content marketing.
The company states that Marketo customers often use three or more LaunchPoint partner solutions in conjunction with its marketing automation platform.


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iNeoMarketing's insight:

FYI. A healthy growth rate as we continue to debate best of breed vs. cloud.

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5 Reasons Sales Teams Should Embrace Marketing Automation - ClickZ

5 Reasons Sales Teams Should Embrace Marketing Automation - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Salespeople (or their marketing brethren) can pull someone out of the automation flow at any time, and for any reason, so there is little risk of losing control. The upside, on the other hand, is huge.

1. The Numbers Are in Your Favor.

Automation tools increase the number and value of leads that go to the sales team, allowing them to focus on the ones that are most likely to close. That is a more efficient use of talent and technology at all levels.

2. You Are Often Flying Blind.

Sophisticated automation tools use visitor tracking to help you uncover this vital information by showing you who is visiting your site, how they got there, what company they work for, and what they’re viewing.

3. Forget Cold Calling - Prioritize.

Scoring tools give you a profile of the prospect based on demographics and behavior – both on your own site and across the Web. Warm up your outreach with knowledge that will resonate and breakthrough the clutter.

4. Shorten the Sales Cycle.

Automation tools can nurture early-stage prospects more efficiently than a human, and at scale. That relieves the sales and marketing teams of a lot of manual messaging, and frees them to think of even better strategies to keep leads warm and engaged.

5. Upsell When It Matters.

Similarly, nurturing programs post sale can give the sales team a heads up when a customer has new challenges.

 

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iNeoMarketing's insight:

It's on the marketing guru to keep the sales team in the loop from the very beginning of the process so that they can buy-in to the process. These are some of the selling points.

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IBM Launches Business Email That Integrates Social Media - Re/code

IBM Launches Business Email That Integrates Social Media - Re/code | The Marketing Technology Alert | Scoop.it

Digest...


IBM on Tuesday launched a new email application for businesses that integrates social media, file sharing and analytics to learn a user’s behavior and predict interactions with co-workers. The application is part of IBM’s attempt to shift its focus to cloud computing and data analytics from the hardware services that have long been the company’s bread and butter.

 

The new email service, known as IBM Verse, includes a built-in personal assistant that can learn from a user’s behavior and draft responses to emails based on similar previous interactions. The service is delivered through cloud computing and will be available in IBM’s Cloud Marketplace.

 

IBM’s enterprise mail service, known as Notes, is used by 25,000 companies worldwide, and more than 50,000 use IBM’s social platform for businesses, IBM Connections. The company hopes IBM Verse will eventually replace Window’s popular Outlook.

 

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iNeoMarketing's insight:

It had me until the last sentence of the last paragraph. Really?

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Sieglinde Gooding's curator insight, November 19, 1:08 PM

Interesting...although I've always avoided IBM mail service like the plague. I've used Inbox for a month now and really enjoy the organization and display. Of course, IBM will have privacy and security measures that Google does not.

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Study: 93% of B2B buyers say reviews drive major purchase decisions - FierceCMO

Study: 93% of B2B buyers say reviews drive major purchase decisions - FierceCMO | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

The third paragraph is most telling: only 6% are very trusting of vendor information. Combine this with the adjacent scoop where surveys are an excellent source of data, and you can see the value of independent information.

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Which are the Best B2B Demand Generation tactics? [#DigitalInsights] - Smart Insights Digital Marketing Advice

Which are the Best B2B Demand Generation tactics? [#DigitalInsights] - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it
Which 'Demandgen' channels and content marketing techniques are most effective for B2B marketers? Allocating budget and resources to the right channels is. Marketing topic(s):Planning and budgeting. Advice by Susanne Colwyn.


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Five Big Mistakes That B2B Marketers Make in Driving Leads

Five Big Mistakes That B2B Marketers Make in Driving Leads | The Marketing Technology Alert | Scoop.it

Digest...


Mistake 1: Being too eager

Like a puppy with a new bone, B2B marketers can get excited about new prospects. They want to contact them right away and often to tell them all about their great products. In B2B marketing, however, there are a limited number of industries that directly correlate with your services.

 

Mistake 2: Not being eager enough

The temptation is to automate everything and let it run your marketing program. Timing and personalization are necessary.

 

Mistake 3: Relying on a linear funnel strategy

Gone are the days of casting a big net and hoping enough leads filter through the funnel to eventually reach sales. Leads need to be nurtured, with frequent contact from sales and marketing, at the right points in the customers' buying cycle.

 

Mistake 4: Working in silos

When marketing captures the lead and then hands it off to sales, leads can get lost in transmission. Similarly, creating a B2B strategy without the product development team and technology department will ring hollow.

 

Mistake 5: Not paying attention to details

Wars are lost for lack of a nail. Many B2B marketers have a big plan, and sometimes, that means glancing over the details.


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iNeoMarketing's insight:

The author offers corrections for the mistakes, but if any of these ring true, then you'll want to explore your own corrections.

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Nicolas Desachy's curator insight, Today, 7:59 AM

Interesting thought

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Why Predictive Marketing Technologies Fall Short - Radius

Why Predictive Marketing Technologies Fall Short - Radius | The Marketing Technology Alert | Scoop.it

Digest...


Problem 1: Predictive lead scoring only helps with existing leads

Predictive lead scoring and analytics only address internal data: the data marketers own within their CRMs. While this is beneficial to prioritize the leads you already have in your system, it does not help with net new prospects.

 

Problem 2: You don’t learn about your total addressable market

For account based marketing, predictive lead scoring is extremely beneficial. However, most marketers focus on perfecting target segments when executing their campaigns so they get the most return from their marketing dollar. Predictive lead scoring technology does not give marketers any insight into their total addressable market because it focuses on individual accounts rather than the common characteristics of larger segments.

 

Problem 3: Eventually you will run out of A’s

Knowing which leads are your best is invaluable when prioritizing your sales reps’ time. It ensures that your team focuses on the leads that are most likely to convert first. But what happens when you run out of A-list leads?

 

 

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iNeoMarketing's insight:

The predictive vendor you want is one that matches external data with your internal data to discover new opportunities, otherwise data inbreeding starts to take effect.

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Forrester Says Marketers Are Wasting Resources on Facebook, Twitter - MarketingLand

Forrester Says Marketers Are Wasting Resources on Facebook, Twitter - MarketingLand | The Marketing Technology Alert | Scoop.it

Digest...


"So few people actually see posts from top brands on Facebook and Twitter that focusing heavily on those networks can be a waste of time, money and resources, Forrester vice president and principal analyst Nate Elliott concludes in the report titled “Social Relationship Strategies That Work.”"

 

"The issue according to Elliott is anemic reach and engagement. In February, Ogilvy reported that top brands’ Facebook posts reached only 2% of their fans. That has likely fallen further and with last week’s Facebook announcement that it will further throttle promotional posts, the trendline hasn’t yet hit bottom. Organic reach on Twitter is just as low, the report says, citing “multiple industry sources.”"

 

"The Forrester report isn’t entirely down on social media. It recommends turning to social networks that generate higher brand engagement, like Instagram and Pinterest. Forrester data shows that top brands’ Instagram posts receive a per-follower engagement rate 58 times higher than Facebook and 120 times higher than Twitter.""

 

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iNeoMarketing's insight:

LI and SlideShare: there's your focus for 2015. Watch out for Pinterest: growing rapidly.

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Nicolas Desachy's curator insight, Today, 8:05 AM

#digitalmarketing #socialnetworkmarketing

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Salesforce Falls on Weak Guidance After Q3 Results Beat Expectations - Re/code

Salesforce Falls on Weak Guidance After Q3 Results Beat Expectations - Re/code | The Marketing Technology Alert | Scoop.it
Salesforce posted a profit of 14 cents a share on sales of $1.38 billion. That beat the forecast of analysts polled by Thomson Reuters, who expected earnings of 13 cents a share on revenue of $1.37 billion. Sales rose more than 28 percent over the year-ago period.

The sell-off seemed prompted by guidance from Salesforce for the fourth quarter and the coming fiscal year, both of which were at the low end of analysts’ forecasts. Salesforce said it expects revenue of between $1.436 billion and $1.441 billion and earnings of 13 to 14 cents per share in the quarter ending in January. Analysts had called for 15 cents on sales of $1.45 billion. For the 2016 fiscal year, starting in early 2015, it said it expects revenue of $6.45 billion to $6.5 billion, slightly below the consensus forecast of $6.6 billion.


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iNeoMarketing's insight:

They're not going anywhere! Rock solid. No one's going to get fired by selecting SFDC.

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[FREE] The ROI of Automation: A Pardot eBook

[FREE] The ROI of Automation: A Pardot eBook | The Marketing Technology Alert | Scoop.it
According to Gleanster, CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue (79%) and get higher quality leads (76%). The ROI of Marketing Automation eBook takes a closer look at the ways in which marketers can improve their return on marketing investment.

The eBook covers:
the top two techniques for accelerating your sales funnel

how marketing automation can help improve marketing and sales alignment

how your close rates will be (positively!) impacted by an automation tool

the added insight into ROI and sales funnel health gained through implementing marketing automation


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iNeoMarketing's insight:

It's behind a registration wall.

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The Top 19 MarTech Articles Curated Wednesday, 11/19/14

The Top 19 MarTech Articles Curated Wednesday, 11/19/14 | The Marketing Technology Alert | Scoop.it

 Large load today: too many good posts to pass up. I try to keep your time at a minimum, but today was an exception. Wouldn’t be surprised if I end up with 5 posts tomorrow. Happy reading.

 

Today’s curated articles collected for your quick review:

>> 3 Ways to Use Data for Successful Marketing in 2015 - CMO Essentials

>> CMOs, Here Are The Three Types Of Analytic Talent You Need To Hire Right Now - Forbes

>> The 2015 B2B CMO Challenge: Measuring Content Performance - MarketingLand

>> Using UTM Tags to Enhance Digital Marketing Strategies - ClickZ

>> Marketo LaunchPoint Doubles In Size - Marketo

>> Are Marketing or Public Relations Industry Associations Worth It? - Top Rank Blog

>> 5 Reasons Sales Teams Should Embrace Marketing Automation - ClickZ

>> 34% of digital marketing managers say their bosses don’t get digital - The Drum

>> IBM Launches Business Email That Integrates Social Media - Re/code

>> My (Insanely Large) List of SEO Tools & Other Useful Resources - Portent

>> Study: 93% of B2B buyers say reviews drive major purchase decisions - FierceCMO

>> Marketers Most Effective Sources of Data - Marketing Charts

>> Which are the Best B2B Demand Generation tactics? [#DigitalInsights] - Smart Insights Digital Marketing Advice

>> Incredibly Useful, Illustrated Guide to On-page Topic Targeting for SEO - Moz

>> Craft the Perfect Posts for the "Big 3" Social Networks - HubSpot

>> Infographic: The Evolution of Hashtags — #socialmedia - Digital Information World

>> How to Create Content that Drives Lots of Organic Traffic [Infographic] - B2B Infographic

>> 50+ Marketing resources to stay ahead of the game – Commerce Sciences Blog

>> 6 Things I Do to My Landing Pages When My Conversion Rates Suck - Unbounce


See ALL Top Curated Marketing Technology Articles here.

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CMOs, Here Are The Three Types Of Analytic Talent You Need To Hire Right Now - Forbes

CMOs, Here Are The Three Types Of Analytic Talent You Need To Hire Right Now - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


For short, we can call these capabilities “Experiencers,” “Optimizers” and “Builders:”

1. Think of Experiencers as artists. They think in terms of customer persona portraits and journey map/purchase funnel landscapes to describe their work.

2. Your team should also include Optimizers. The quant traders of the marketing world, they think in terms of “selling” expensive media, and “buying” cheaper sources of demand.

3. Lastly, you need Builders who think first of the capabilities you need, technically and process-wise, for a successful analytic operation.

 

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iNeoMarketing's insight:

What a great way to look at the analytic function for your MarTech focused team. Experiencers are a bit softer in skill set vs the other two.

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Using UTM Tags to Enhance Digital Marketing Strategies - ClickZ

Using UTM Tags to Enhance Digital Marketing Strategies - ClickZ | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

It won't solve your attribution challenges, but it does help with the softer performance stats.

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Are Marketing or Public Relations Industry Associations Worth It? - Top Rank Blog

Are Marketing or Public Relations Industry Associations Worth It? - Top Rank Blog | The Marketing Technology Alert | Scoop.it
When deciding whether an association membership is worth your time, I think there are a few fundamental considerations:

1. What do you hope to achieve personally? For your company?

2. What value does the association currently create for members? What could be improved?

3. What opportunities are there to contribute and be involved?

4. Are you already connected to members or leadership?

5. How is the association structured and who are the real players?


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iNeoMarketing's insight:

There's only so much time in the quarter, and with the rapidly moving marketing technology environment, would you want to spend that time on your association membership or at trade shows and conferences?

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34% of digital marketing managers say their bosses don’t get digital - The Drum

34% of digital marketing managers say their bosses don’t get digital - The Drum | The Marketing Technology Alert | Scoop.it
Over a third (34 per cent) of digital marketing managers have claimed that their boss has a poor understanding of digital and doesn’t invest in it sufficiently.

In the Marin Software survey of 200 UK digital marketing managers – who work across companies with a combined annual turnover of over £60bn – only 30 per cent believe their company has struck the right balance between the on and offline budget.


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iNeoMarketing's insight:

It could be the result from the classic battle between management and staff, or it could be spot-on. In either case, the burden is on the manager to fully understand what the hell is going on.

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My (Insanely Large) List of SEO Tools & Other Useful Resources - Portent

My (Insanely Large) List of SEO Tools & Other Useful Resources - Portent | The Marketing Technology Alert | Scoop.it

Categories (click to jump to that specific list of tools)

Competition Research

Content Strategy

Conversion Rate Optimization

Design

International SEO

Keyword Research

Link Building Earning

Local SEO

Online Reputation Management

PPC

Rank Checking

Site Analysis

Social Media

Structured Markup

Miscellaneous Tools & Toolsets


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iNeoMarketing's insight:

Great collection! You'll want to bookmark this one.

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Marketers Most Effective Sources of Data - Marketing Charts

Marketers Most Effective Sources of Data - Marketing Charts | The Marketing Technology Alert | Scoop.it
The most important objective for data-driven marketing in the year ahead is to increase revenue attribute to marketing (44%), according to a survey of 272 marketing, sales and business professionals from around the world, the vast majority (72%) of whom are B2B-focused. Analytics (60%) emerges as the most effective source of marketing data used by respondents, ahead of website (45%) and email (44%) data. Separately, lack of data quality and completeness easily ranks as the most challenging obstacle to data-driven marketing success, supporting results from other research on this topic.


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