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How Marketing Automation Helps Sales Performance [INFOGRAPHIC] - Pardot | #TheMarketingAutomationAlert

How Marketing Automation Helps Sales Performance [INFOGRAPHIC] - Pardot | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Marketing automation was designed to make life easier, and few need that more than salespeople. Unless you’ve been in a sales position, it’s hard to appreciate all of the elements and variables sales juggles in one day.

 

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iNeoMarketing's insight:

Go ahead and forward to your Sales team, so that they know what's in it for them.

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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Marketing Employee Parity, and the Top 10 Marketing Technology Articles Curated Tuesday, 9/23/14

Marketing Employee Parity, and the Top 10 Marketing Technology Articles Curated Tuesday, 9/23/14 | The Marketing Technology Alert | Scoop.it

The pervasiveness of marketing technology in the B2B environment is deep and wide, and as B2B marketers know, it is causing management angst as the demand for skilled employees far outstrips availability.

 

That much we know (it’s well documented). And we also know that the marketing effort driven by marketing technology is akin to an engine: one non-operable part and performance goes down the toilet. To maximize your investment in the technology, you need the right people in place working in concert. If one specialist is missing, performance is negatively impacted.

 

MarTech levels the operational playing field: no one teammate is of greater importance than the other as the whole damn thing comes to a halt with one or more missing technicians. Who’s to say that the SEO specialist is more important than the content creation specialist, or that the data jockey is more important than the MAP specialist? Without those roles, it really doesn’t matter as the engine is equally damaged.

 

Implication? Everyone on the team has an equal voice in team matters. It may be a different perspective, but each plays a critical role in the operation of the engine.

 

Now that’s not to say everyone should be compensated at the same level, as there are many other factors involved, especially the outside supply line of qualified individuals.

 

However, when it comes to the operation and direction of the MarTech-driven strategy, all voices must participate…equally.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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:

>> Predictive marketing: a new dimension? - Econsultancy http://sco.lt/82lr9d 

>> The 15 Best Browser Extensions to Improve Your Social Media Marketing - Buffer http://sco.lt/8po3sH 

>> The Content Curve - Kapost Content Marketeer http://sco.lt/7dvxGz 

>> [FREE REPORT] Evolving Toward the Next Phase of Email - IBM http://sco.lt/7WhBSL 

>> 12 Big Data Facts for Marketers in 2014 - DM News http://sco.lt/5bTepF 

>> 3 Events on the Future of B2B Marketing, Digital Public Relations & Social Media - Top Rank Blog http://sco.lt/4rlOfh 

>> Introducing Rainmaker: The Complete Solution for Content Marketers and Online Entrepreneurs - >> Copyblogger http://sco.lt/70XGlN 

>> The Only B2B Advertising Metric That Matters http://sco.lt/7fCJ97 

>> 33 Tweetable Tips That'll Help You Master LinkedIn [Infographic] - HubSpot http://sco.lt/6VoSyv 

 

 

See ALL Top Curated Marketing Technology Articles here.

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The 15 Best Browser Extensions to Improve Your Social Media Marketing - Buffer

The 15 Best Browser Extensions to Improve Your Social Media Marketing - Buffer | The Marketing Technology Alert | Scoop.it

Summary...


1. Buffer – Quick and easy sharing to social media

2. Giphy – Fun animated GIFs to enhance your updates

3. Pocket / Instapaper / Evernote – Curating amazing content to share

4. Instagram for Chrome – Instagram photos right in your browser

5. Bitly – Create, share, and track shortened links

6. Riffle – Complete info on any Twitter user

7. Window Resizer – Check your tweets, posts, and updates on any screen size

8. Ritetag – Instant analysis of the hashtags you tweet

9. Social Analytics – Quick view of share stats on any page

10. Awesome Screenshot – Capture, annotate, and share your screen

11. Feedly Mini – Save RSS feeds of any site you’re on

12. Klout – Social media influence score

13. Pin It button – Share directly to Pinterest

14. CircleCount – Instant Google+ analysis

15. Social Fixer for Facebook – A fully customized Facebook experience

 

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iNeoMarketing's insight:

Click through for an overview of each before adding to your browser. Great list.

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Venkatesh Iyer (venkyiyer.com)'s curator insight, September 22, 10:52 PM

Please remember - you don't have to use everything.

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[FREE REPORT] Evolving Toward the Next Phase of Email - IBM

[FREE REPORT] Evolving Toward the Next Phase of Email - IBM | The Marketing Technology Alert | Scoop.it
According to most corporate decision makers and influencers, email is the single most important application they have deployed! The typical user spends two hours per day working in the corporate email system and sends or receives a median of 130 emails per day.

 

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iNeoMarketing's insight:

Yours after a quick registration.


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3 Events on the Future of B2B Marketing, Digital Public Relations & Social Media - Top Rank Blog

3 Events on the Future of B2B Marketing, Digital Public Relations & Social Media - Top Rank Blog | The Marketing Technology Alert | Scoop.it

Summary...


MarketingProfs B2B Marketing Forum
Oct 8-11, 2014
Boston, MA

 

PRSA International Conference
October 12-14, 2014
Washington, D.C.

 

Social Media Success Summit
October 7-30, 2014
Online Event

 

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iNeoMarketing's insight:

Some of the best in those three areas.


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The Only B2B Advertising Metric That Matters

The Only B2B Advertising Metric That Matters | The Marketing Technology Alert | Scoop.it

In B2B, website activity is a leading indicator of intent to buy, so it follows that when we’re running an advertising campaign, we want to see deeper engagement on the website.

But that’s not the whole picture. Remember, our most important goal is revenue.

While website activity is a very strong buying signal, for B2B companies, the most important to question to ask about a web visitor is: do they work for a company that could be a potential customer?

In fact, for B2B companies, the selling universe is finite. So when you’re measuring the success of an ad campaign, the first thing you need to do is discount all the impressions and clicks that come from visitors outside your selling universe.

Then, you can also forget about all the clicks and impressions that didn’t result in deeper website engagement. What that translates to is actually forgetting about clicks and impressions altogether.

Instead, you want to measure whether an advertising campaign resulted in increased website engagement by visitors from accounts that sales actually wants to close.

 

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iNeoMarketing's insight:

Attribution is hard, but that's the only way for this to happen. It's sales...PERIOD!

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Overcoming Marketing Technology Myopia, and the Top 12 Marketing Technology Articles Curated Monday, 9/22/14

Overcoming Marketing Technology Myopia, and the Top 12 Marketing Technology Articles Curated Monday, 9/22/14 | The Marketing Technology Alert | Scoop.it

Recently, I put together an intricate outbound campaign for a client that included multiple types of follow-ons with multiple types of content to multiple audience segments. It was a solid 4 hours just to map out (thank you large whiteboard) and, if I may say so, it was quite creative. And not at all possible without marketing automation.

 

And there lies the issue with many, many users of marketing technology: myopia.

 

Take a look at the Help section of any marketing automation application, and you’ll find introductory notes, help on basic functions, and help on more advanced functions. Wonderful. And marketers go ahead and execute on these functions in accordance to the rules of the application, and live very happy and fulfilling marketing lives.

 

Unfortunately, they’re executing on what the vendor defines as the application’s functionality without any imagination or foresight of what can be done with the application! And it all starts with asking the question “what if?”

 

Example: what if we created a personalized web page for each user, and what if we created three personalized web pages for each user? What if we linked those web pages together via a top level menu? And what if we populated those pages with personalized content? And what if we could apply analytics to understand what worked and what didn’t? And what if we started to conduct A/B and MVT that would allow us to optimize? You’re not going to find this in the vendor’s FAQs!

 

Think of your marketing automation application as a palette of colors from which you can exercise creativity that can be measured and improved. It’s this wonderful series of individual tools (functions) that are integrated permitting you to sit back and wonder “what if?”

 

So go beyond the boundaries of the application’s stated functions and break through the myopia. Get creative and see things that are possible with the colors on your palette.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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:

>> Marketing Led Sales – a new era for Hubspot and CRM - Servant of Chaos http://sco.lt/6xX6eX 

>> Enhanced Attribution and Revenue Reporting Among Upgrades To HubSpot’s Marketing Platform - DemandGen Report http://sco.lt/8rtptR

>> Permission-based email marketers still finding inbox placement hard work - BizReport http://sco.lt/8FIOCf

>> The 10 Best Video Recording Apps - Placester http://sco.lt/97Vm2z

>> What Is Tag Management & Why Should You Care? - Marketing Land http://sco.lt/64wtkX

>> Stop Searching for That Elusive Data Scientist - HBR http://sco.lt/8ftSV7 

>> Adaptive Content: The Omni-Channel Technique You Need to Implement - CMI http://sco.lt/6X3Bcv

>> B2B Marketers: What Insights Are You Using? - eMarketer http://sco.lt/79aEXB

>> Yes, You Can Measure ROI in Social Marketing! - ME Marketing Services, LLC http://sco.lt/8SZjpR 

>> The Small Business Content Marketing Toolbox - #infographic - Digital Information World http://sco.lt/6qMVlZ 

>> The Good and Bad of Social Media Marketing - #infographic - Digital Information World http://sco.lt/8vsGuX 

>> Semantic Mark-up for SEO – What, Why and How (Infographic) - Digital Marketing Philippines http://sco.lt/6HbTTl 

 

See ALL Top Curated Marketing Technology Articles here.

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Enhanced Attribution and Revenue Reporting Among Upgrades To HubSpot’s Marketing Platform - DemandGen Report

Enhanced Attribution and Revenue Reporting Among Upgrades To HubSpot’s Marketing Platform - DemandGen Report | The Marketing Technology Alert | Scoop.it

Digest...


In addition to launching a CRM at its INBOUND 2014 event, HubSpot added a number of new features to its marketing platform, including enhanced attribution and revenue reporting, campaign wizard and a content calendar. These upgrades come as the company prepares to launch its IPO.

 

“Our ultimate goal since we started HubSpot has been to help companies and agencies worldwide grow their business with inbound marketing,” Dharmesh Shah, HubSpot’s Co-founder and Chief Technology Officer, told attendees at INBOUND 2014. “The product launches represent massive leaps in what’s possible for marketers with HubSpot’s platform, and include features that will help marketers worldwide fundamentally transform the buying experience e for their prospects, customers, and leads.”

 

Among the new features, Shah highlighted revenue reporting, which he called “the one metric that matters most.”  The upgrade is an expansion of Revenue Reporting in HubSpot to work with a range of CRMs and tie marketing channels, content offers, and campaigns to the bottom line, he explained.

 

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iNeoMarketing's insight:

There's a missing piece to this: tying CRM into the equation so that you have a chance at true attribution. But wait: take a look at the adjacent article!

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The 10 Best Video Recording Apps - Placester

The 10 Best Video Recording Apps  - Placester | The Marketing Technology Alert | Scoop.it

Digest...


Instagram (Free)

Vine (Free)

Camera Plus ($1.99)

Magisto (Free)

ProCam ($1.99)

Viddy (Free)

Videon ($4.99)

Directr (Free)

FiLMiC Pro ($4.99)

Spark Camera ($1.99)

 

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iNeoMarketing's insight:

The article has a synopsis of each when you click through. The one to look at first: Directr.


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Stop Searching for That Elusive Data Scientist - HBR

Stop Searching for That Elusive Data Scientist - HBR | The Marketing Technology Alert | Scoop.it
Instead, develop the skills on your team.


Digest...


Based purely on the data, a really good data scientist will probably tell you the odds are poor that you’ll be able to find and hire really good data scientists. Surveys say there simply aren’t enough people with the unusual blend of software skills and statistical savvy to go around. Arguably even more important, high-impact data scientists bring collaborative temperaments and business acumen to data-driven initiatives. Unfortunately, there’s no shortage of individuals with just enough statistical and software knowledge to be data-dangerous. For many organizations, a mediocre data scientist may be worse than none at all.

 

The smartest thing I’ve seen organizations start doing is seed-fund and empower small cross-functional data-oriented teams explicitly charged with delivering tangible and measurable data-driven benefits in relatively short periods of time. The accent is on the word team; the emphasis is on building greater data capability than better digital infrastructures. The goal is to make all of the organization — not just the geeks and quants — more conversant in how to align probability, statistics, technology and business value creation. No black boxes or centers of analytic excellence here; they want data science to be a cultural value, not just a functional expertise.

 

Without exception, every team I ran across or worked with hired outside expertise. They knew when a technical challenge and/or statistical technique was beyond the capability. But, unsurprisingly, the outside advisors — in one case, an academic, in others, quants from digital consultancies — were better able to collaborate with teams that had really tried to get their minds around a design challenge. The relationship was less of an RFP box-ticking exercise than a shared space for experimental design.

 

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iNeoMarketing's insight:

Smart advice: build the cross functional team instead.


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B2B Marketers: What Insights Are You Using? - eMarketer

B2B Marketers: What Insights Are You Using? - eMarketer | The Marketing Technology Alert | Scoop.it

When asked how effective they thought each insight was at generating engaging conversations and driving sales decisions, B2B marketers’ answers flip-flopped—favoring forward-looking types.

 

When the top two levels of effectiveness on a scale of 1 (most effective) to 4 (least effective) were combined, visionary insights ranked No. 1, at 65% of respondents. Current insights came in a close second (62%). Meanwhile, authoritative and anecdotal insights, tops in usage, landed at the bottom, with 37% of respondents rating each a 1 or 2.

 

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iNeoMarketing's insight:

Just read The Marketing Technology Alert: what else do you really need?

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How Responsive Web Design Works [Infographic] - HubSpot

How Responsive Web Design Works [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it
This infographic illustrates what responsive web design is, how it works, and why you should make the switch.

 

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The Good and Bad of Social Media Marketing - #infographic - Digital Information World

The Good and Bad of Social Media Marketing - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
This new OutMarket infographic explores the notion that social media is a must-have for brands today, but the reality about why CMOs question it and what its true strengths and weaknesses are.

 

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Kiara Zuchkan's curator insight, September 21, 4:54 PM

As a big advocate for social media marketing, I'm very surprised at some of the "bad" statistics in this infographic! In this day and age, I believe that every company needs an active, positive presence on social media in order to stay current.

Nathan Bachynski's curator insight, September 21, 8:36 PM

For a new company, I think social media is a fantastic way to try and market their product. More people join social media every day and just because things like emails are more effective right NOW does not mean that in the future the tables won't be reversed. Now more than ever people are using social networks to communicate than ever before and that's not going to do any but keep progressing to even higher levels. For new businesses, I think having a strong social media campaign would be one of the best plans to attract new business, especially if they are targeting a younger audience.

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The Least Viewed Articles are about…., and the Top 9 Marketing Technology Articles Curated Friday, 9/19/14

The Least Viewed Articles are about…., and the Top 9 Marketing Technology Articles Curated Friday, 9/19/14 | The Marketing Technology Alert | Scoop.it

So I did an examination of The Marketing Technology Alert to uncover those topics of interest from the readers (including you, thank you!). The usual suspects emerged: content marketing strategy, marketing automation, social media, etc.

 

The least viewed topic? Attribution!

 

Of all the topics we cover here, why is Attribution of least interest? It’s not because everyone has a system in place to attribute sales to marketing activity: far from it. It’s not because it isn’t important: it’s the basis for ROMI.

 

It’s hard, it’s technical, and very often it’s inaccurate. So perhaps that’s the reason why it is the least viewed topic.

 

A solid Attribution System is akin to banging your head against the wall. Short of tagging every single potential touch point and bringing those tags into a single system, it’s damn near impossible for many professionals. And there’s an opportunity cost: spend X hours on attribution or spend the same number of hours on MAP management.

 

So what happens? The metrics change to a system that relies on the anecdotal or the theoretical, also known as “Good Enough.” It’s a fudge process, and I don’t cover Fudge topics.

 

There comes a point where true ROMI measurement will be your challenge, and it doesn’t happen overnight. You can try to deny it, but that’s what the image demonstrates.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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:

>> Marketers regularly use over 100 software programs - Chief Marketing Technologist http://sco.lt/5ADxYH

>> Outdated SEO Concepts People Still Think are Reality - Moz http://sco.lt/4qducr 

>> Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business St... http://sco.lt/4neqi9 

>> What's the Future of SEO in a Visual World? - Profs http://sco.lt/5UWYOv

>> Does Video + Social = Digital Marketing's Sweet Spot? | ClickZ http://sco.lt/5vCqcz

>> Infographic: How to generate leads from the top social media platforms - The Hub http://sco.lt/6VOhiD

>> Best CRM software: Fall 2014 rankings from G2 Crowd http://sco.lt/9KBD3R

>> Best Marketing Automation Software in 2014 | G2 Crowd http://sco.lt/8IIcZl 

>> Sensible Blogging Checklist [Infographic] - B2B Infographic http://sco.lt/7LFVQH 

 

 

See ALL Top Curated Marketing Technology Articles here.

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Predictive marketing: a new dimension? - Econsultancy

Predictive marketing: a new dimension? - Econsultancy | The Marketing Technology Alert | Scoop.it
But what if we could dynamically predict that an organisation, or individual, will buy our product or service before any contact is made, before any sales or marketing effort is expended? You remember pre-crime from Minority Report? A bit like that but pre-marketing.

If you can define the attributes of ‘what good looks like’ for a customer then predictive marketing technology can mine numerous data sources, many new or emerging (social, online behavioural etc), in real time, to proactively present you with target organisations or customers that should be interested in what you have.

Even if they do not know it yet themselves. It is different from context-based marketing like cookie-based behavioural targeting or Google AdWords because the ‘context’ is the digital imprint people or businesses are making in the global datasphere.

This is beyond the top of the funnel, beyond marketing for awareness. It is predictive prospecting that sits somewhere between marketing and sales. Armed with these new prospects you can then get busy with your programmatic marketing and your brand marketing to lure them into your owned media sphere and draw them down the funnel with marketing automation.


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iNeoMarketing's insight:

Look to Lattice as they have positioned themselves as a predictive-led MAP.

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The Content Curve - Kapost Content Marketeer

The Content Curve - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it
The Content Curve provides a framework for understanding the continuum of different assets along the fat tail and the long tail, and the different processes involved for each. Marketers who quickly organize their operations around these elements of the curve will be those who win the digital battle to grow their business through content.

 

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iNeoMarketing's insight:

A useful tool as you start to build your content marketing calendar for 2015.

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12 Big Data Facts for Marketers in 2014 - DM News

12 Big Data Facts for Marketers in 2014 - DM News | The Marketing Technology Alert | Scoop.it
1. One third of all data will be stored in or will pass through the cloud by 2020. (Chassis Plans)

2. Dirty data, or poor data quality, costs U.S. businesses $600 billion annually. (Fathom)

3. Eighty-three percent of companies have started some sort of Big Data program, although many remain in fledging stages—especially small businesses that have fewer resources to invest. (Experian Data Quality)

4. San Francisco is ranked the number one U.S. city in open data innovation, followed by New York and Boston. (U.S. City Open Data Census)

5. On average, companies collect customer and prospect data from 3.4 channels. The most common channel for interacting with customers is a company's website, followed by the sales team and then the call center. (Experian Data Quality)

6. There are nearly as many pieces of digital information as there are stars in the universe. (Realcomm)

7. Seventy-nine percent of companies have an analytics team. The median number of employees on an analytics team is 22. (Experian Data Quality)

8. By 2018 the United States alone could face a shortage of 140,000 to 190,000 people with deep analytical skills to fill data-centric jobs. (McKinsey Global Institute)

9. In 2000, just one quarter of the world's stored information was digital. Today, more than 98% of all stored information is digital. (Foreign Affairs)

10. Brands and organizations receive 34,722 Facebook Likes every minute. (Big Data Insight Group)

11. An estimated 80 to 90% of the data in any organization is unstructured—or doesn't fit neatly in a traditional row-column database. Some examples include email messages, word processing documents, videos, photos, audio files, presentations, and Web pages. (Webopedia)

12. The Big Data market will reach $16.9 billion by 2015, up from $3.2 billion in 2010. (International Data Corporation)
iNeoMarketing's insight:

 Yes, I know it's B2C oriented, but the sheer size is mind boggling.

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Introducing Rainmaker: The Complete Solution for Content Marketers and Online Entrepreneurs - Copyblogger

Introducing Rainmaker: The Complete Solution for Content Marketers and Online Entrepreneurs - Copyblogger | The Marketing Technology Alert | Scoop.it

With Rainmaker, you can:

  • Create powerful content-driven websites on your own domains.
  • Build membership sites and online training courses.
  • Sell digital products like software, ebooks, and more.
  • Perform sophisticated online lead generation.
  • Optimize your content for search engines and social networks.
  • Absorb cutting-edge tactics and strategy with included training.
  • Avoid a patchwork of plugins, themes, and complicated code.
  • Forget about upgrades, maintenance, security, and hosting headaches.
  • Take your site and content elsewhere at any time if you so choose.


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iNeoMarketing's insight:

$75/month after the first free month. I'm launching a new site shortly, and I put the brakes on when I saw this.

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33 Tweetable Tips That'll Help You Master LinkedIn [Infographic] - HubSpot

33 Tweetable Tips That'll Help You Master LinkedIn [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it

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Marco Favero's curator insight, September 22, 3:06 PM

aggiungi la tua intuizione ...

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Marketing Led Sales – a new era for Hubspot and CRM - Servant of Chaos

Marketing Led Sales – a new era for Hubspot and CRM - Servant of Chaos | The Marketing Technology Alert | Scoop.it

Excerpt...


It’s the fact that the HubSpot CRM reverses the priority of CRM – from sales first to marketing first. So now, rather than CRM and sales leading the customer process, HubSpot reaches out through its marketing platform to engage customers and then automatically connects them through to the sales teams seamlessly. The CRM platform works almost behind the scenes, logging your sales emails, phone calls and leads as they are made, not after the fact. And because it is part of the one platform, the marketing data that has been accumulated through various touch points, from web, to download, to webinar and so on, is also immediately available to the sales team as the relationship moves closer to conversion.

 

This new extension to an already powerful mid-market solution will strengthen what is already an attractive software platform. More importantly, it presents small and medium businesses with a compelling proposition – all in one, integrated sales and marketing automation.

 

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iNeoMarketing's insight:

And THAT closes the attribution loop!! With this sequence, the marketer using HubSpot can now have a chance at true ROI measurements!! With their improved attribution tracking and their bundled CRM functionality, everything is now in one place to tie marketing activities back to revenue.

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Permission-based email marketers still finding inbox placement hard work - BizReport

Permission-based email marketers still finding inbox placement hard work - BizReport | The Marketing Technology Alert | Scoop.it
Inbox Placement Rates (IPR) varied by country to a significant degree. Overall, marketers in Europe had to contend with missing emails more than any other region but saw less email ending up in junk and spam folders than marketers in North America. No country was able to claim an IPR of more than 90%, although the UK and US came close reaching inboxes 87% of the time.


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iNeoMarketing's insight:

B2B is higher. You should be around 99%.

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What Is Tag Management & Why Should You Care? - Marketing Land

What Is Tag Management & Why Should You Care? - Marketing Land | The Marketing Technology Alert | Scoop.it

Digest...


Tag management is a new foundational platform that enables marketers to easily connect, manage and unify their digital marketing applications (e.g., web analytics, search engine marketing, email service provider, advertising, social technologies, etc.) without a lot of ongoing development work.

 

A tag, in this case, is simply another name for a piece of data-collecting code that a vast majority of digital vendors now require their customers to embed on their web pages and mobile apps.

 

With tag management, marketers or developers deploy one single tag on their pages – a master tag, so to speak – and then use an intuitive web interface to add, edit or remove any additional vendor tags in a fraction of the time it would take via manual software coding.

 

The real star of tag management, however, is something called “the data layer” — the behind-the-scenes data that drives customer interactions in web, mobile and other digital channels.

 

The data layer resides between the application layer, comprised of various mission-critical digital solutions, and the experience layer that users interact with. Through the creation and optimization of this data layer (via tag management), organizations can easily standardize the data definitions used by each application, which enables them to sync their applications more easily.

 

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iNeoMarketing's insight:

This is Part 2 of a three part series, and the best primer on tag management that I've found. Look to Google Tag Manager and Tealium for vendor expertise.

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Adaptive Content: The Omni-Channel Technique You Need to Implement - CMI

Adaptive Content: The Omni-Channel Technique You Need to Implement - CMI | The Marketing Technology Alert | Scoop.it

Digest...


Adaptive content is a content strategy technique designed to support meaningful, personalized, interactions across all channels. The urgency of supporting personalization that considers multiple channels is apparent from stats like 94 percent of businesses saying personalization is key to success, and 48 percent of shoppers saying they’d like to use a phone to shop while in stores. But it’s more than retail and B2C. Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.

 

To be successful at delivering a personalized experience in our omni-channel marketplace, adaptive content is a requirement. It is content that is designed for both personalization and delivery across many channels. It’s more than feeding product or content recommendations (e.g., like Amazon or YouTube use), it can be much more than changing some artwork based on user interests, and it has to be far more than reflowing web layouts so they are workable on a specific device (responsive web design).

 

But the real meat of the content — especially long-form content like articles, marketing descriptions, how-tos, references, procedures, and more — requires that we invest in modeling and structuring our content and processes from the ground up with personalization in mind. Adaptive content is conceived, planned, and developed around the customer. Their context, their mood, their goals. This definition isn’t device- (or even technology-) specific. Adaptive content can cover all content, on all channels.

 

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iNeoMarketing's insight:

This is an important article. We dabbled in Adaptive Content about 7 years ago (way ahead of the curve), and found it incredibly effective and impossible to implement. With today's level of personalization functionality, it is achievable.

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Yes, You Can Measure ROI in Social Marketing! - ME Marketing Services, LLC

Yes, You Can Measure ROI in Social Marketing! - ME Marketing Services, LLC | The Marketing Technology Alert | Scoop.it

Digest...


Let me share with you what I consider to be measures of ROI in social marketing (and these are in no particular order).

-- >  Community Growth

-- >  Engagement Levels

-- >  Offer Redemptions

-- >  Contest Entries

-- >  Clicks

-- >  Overall Sales

-- >  Conversions (tracking pixels for ads)

-- >  Subscribers

 

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iNeoMarketing's insight:

The only one that counts is Overall Sales. Everything else is a feel-good metric. The R in ROI references return, and that return is revenue.

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The Small Business Content Marketing Toolbox - #infographic - Digital Information World

The Small Business Content Marketing Toolbox - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
This infographic takes a look at 5 effective ways your business can use to expand its online presence.

 

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Gemma Shannon's curator insight, September 22, 12:43 PM

Great infographic which showcases the five main types of content for SME's.  The key thing to remember when producing content is that one piece of content can be repurposed to create multiple forms of content - a white paper can become a blog post or an infographic for example, cutting down on labour & time as well as maximising your potential ROI.

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Semantic Mark-up for SEO – What, Why and How (Infographic) - Digital Marketing Philippines

Semantic Mark-up for SEO – What, Why and How (Infographic) - Digital Marketing Philippines | The Marketing Technology Alert | Scoop.it
Semantic mark-up is important for the future of your SEO efforts and the best place to start is to learn the What, Why and How of Semantic Mark-up.

 

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