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YOU MAY BE AT RISK OF MARKETING MYOPIA! MarTech is moving rapidly, and you need to stay on top of trends. Subscribe to The Daily MarTech Alert newsletter NOW! Your privacy is protected.
 
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How To Measure Your Personal Branding Success On LinkedIn - MarketingThink | #TheMarketingAutomationAlert

How To Measure Your Personal Branding Success On LinkedIn - MarketingThink | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Here are five ways to measure the success of your personal branding strategy on LInkedIn.


Digest...


-- >  Get Your LinkedIn Profile to Show Up On Search More. The more times that your LinkedIn profile show up in search; the chances that you will be found are increased!  Keeping your profile’s headline, summary, and job experience current and refreshed with relevant key words will increase the amount of times that you will show up in search. 

-- >  Increase The Potential Reach Of Your Personal Brand And LinkedIn Profile. More daily updates and LinkedIn Group updates will increase your potential brand impressions. When you send out a LinkedIn update more than your followers see you message.

-- >  Increase The Amount Of Times Your LinkedIn Profile Is Viewed And Considered. Many things affect profile views, ranging from who you just met at a conference to the quality of content that you distribute on LinkedIn. When your weekly profile views increase on an ongoing basis, then you know you are likely doing something right on LinkedIn.

-- >  Increase The Amount Of Expertise LinkedIn Endorsements That You Receive. When your network sees regular updates with great content, then you are likely to come to mind when they have the chance to give you a Skills and Expertise endorsement. Skills & Expertise endorsements are a key driver that impacts your search results, ranking your higher based on the amount of endorsements that you maintain.

-- >  Increase The Amount Of LinkedIn Invites You Receive. Your inside-LinkedIn activity and your outside-LinkedIn activity, such as thought-leader blogging, speaking or networking, should lead to an increased amount of people who want to connect with you on LinkedIn.

 

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iNeoMarketing's insight:

The easiest ones to tackle: endorsements and invites. Endorse others and they will reciprocate.

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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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The Top 10 Most Viewed MarTech Articles in September, and the Top 11 MarTech Articles Curated Wednesday, 10/1/14

The Top 10 Most Viewed MarTech Articles in September, and the Top 11 MarTech Articles Curated Wednesday, 10/1/14 | The Marketing Technology Alert | Scoop.it

Here are the top 10 most viewed MarTech articles published over the last 30 days in The Marketing Technology Alert:

-- >  What is Predictive Analytics - Position²

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

-- >  23 of the Best Social Media Articles and Marketing Resources - Buffer

-- >  Is Predictive the New New Thing in Marketing Technology? | Lattice Engines

-- >  Advanced Twitter Marketing Techniques That Will Help Your Twitter Account Take Off - KISSmetrics

-- >  13 Insanely Useful Predictive Analytics Resources - Radius

-- >  5 Major Reasons People Still Use Email [Infographic] - Socially Stacked

-- >  10 key digital marketing technologies to use in 2015 - Smart Insights Digital Marketing Advice

-- >  How To Use Instagram For Businesses [INFOGRAPHIC] - TechWyse

-- >  How to Use Social Media to Drive Traffic for B2B Companies - KISSmetrics

 

"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:

>> The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner http://sco.lt/7si3m5 

>> 8 discoveries from our marketing technologist survey - Chief Marketing Technologist http://sco.lt/8QlvNp 

>> Marketing Evolution Is Failing In The C-Suite - Forbes http://sco.lt/78VqM5 

>> 5 Steps for Assessing Marketing Technology Business Value - Chief Marketer http://sco.lt/9ApLEn 

>> Following Salesforce and Adobe, Marketo announces ad agency partnerships of its own - The Hub http://sco.lt/8TbugT 

>> Act-On goes mobile -- and old-school -- hooking in phone calls to marketing automation - VentureBeat http://sco.lt/6ozvA9 

>> The Cornerstone of Website Optimization - Artillery Marketing http://sco.lt/4lcQXh 

>> My Favorite Top 10 Free SEO Tools | Siteber http://sco.lt/7MqaQL 

>> 14 Tools to Streamline Your Social Media Marketing | Social Media Examiner http://sco.lt/5BWKA5 

>> 6 Tips for Sequencing Your Marketing Content - ClickZ http://sco.lt/6mRWzZ 

>> What Works Where in B2B Digital Marketing? [Infographic] - B2B Infographic http://sco.lt/8jrRsf 

 

See ALL Top Curated Marketing Technology Articles here.

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8 discoveries from our marketing technologist survey - Chief Marketing Technologist

8 discoveries from our marketing technologist survey - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

Digest...


1. We identified six different archetypes of marketing technologists. See the infographic.

 

2. Less than 26% of today’s marketing technologists have a STEM undergrad degree.

…and just 19% had a STEM (Science, Technology, Engineering, or Math) graduate degree.

 

3. Marketing technologists come from both marketing and technology disciplines.

Marketing managers are the #1 job leading to a marketing technologist. But as a category, a technical or programming background is the most common. In other words, they’re doing things with technology they never expected.

 

4. Just 8.6% of marketing technologists reported to the CIO.

And speaking of their job, most of them don’t report into the CIO. Instead, most report into the CMO (31.4%) or CEO (23.9%). In sum, 64% reported into the CMO, CEO, CIO or similar SVP roles.

 

5. Just 7% of those surveyed have marketing technologist in their title.

While 78.9% of companies have an individual or a team to manage marketing technologists in our study, most of them don’t have “marketing technologist” in their title. Instead, marketing, business, or technology titles dominate.

 

6. Five skills — across both technology and marketing — emerged as table stakes.

Our respondents ranked 44 job skills by importance for the future of marketing; the top five are marketing strategy and positioning, target market identification, website design including responsive and adaptive, CRM systems and platforms, and the ability to persuade and negotiate.

 

7. Surprisingly, there are large skills gaps in both technology skills and, to a lesser degree, marketing fundamentals.

The marketing technologist of today may not be trained in traditional technology, but they’re increasingly being asked to provide expertise on these areas. Marketing technologists identified significant gaps in the hard technology skills they ranked as most important — big data and customer relationship management.

 

8. Marketing technologists are much more excited than stressed.

The good news — they are much more excited than stressed. 74.3% reported being extremely or very excited, but just 42.9% reported being extremely or very stressed.

 

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iNeoMarketing's insight:

The most comprehensive work I've seen in this area. You are not alone!

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5 Steps for Assessing Marketing Technology Business Value - Chief Marketer

5 Steps for Assessing Marketing Technology Business Value - Chief Marketer | The Marketing Technology Alert | Scoop.it

Digest...


When assessing potential tech products and services, a set of important criteria should be used. This is what we call business value alignment (BVA) and it’s something that can be done early in the research process, before too much precious time is invested on budget-scoping, assessing and implementing a misaligned solution. BVA refers to the business value created for both the buyer and the prospective marketing tech solution provider.

 

To arrive at a mutually beneficial BVA, CMOs and marketers should keep the following five steps in mind:

  1. Identify Basic Needs and Requirements
  2. Create a Blueprint: One of the most effective ways to illustrate BVA is to create a marketing technology blueprint. This is a simple visual diagram that outlines the current technology, systems, processes and data flow, making it easier to identify the gaps, overlaps and chokepoints. The blueprint shows where to improve, bring in new solutions or consolidate existing processes or technology to achieve desired goals.
  3. Develop Discussion Points: Give the prospective vendors a list of key goals and ideas in advance to make this an optimal working session. These topics often unveil new insights about the prospective providers, including their culture, how they think and how they work.
  4. Scope a Proof of Concept AND a Full Adoption Model: The ultimate BVA test is to put the technology or service to work in the true environment. In addition, sketch out what full adoption will look like as this will help the solution eventually scale.
  5. Determine Joint Success Metrics: Ask the internal team and stakeholders what success should look like in one month, a quarter or at the end of the first year. What are the key results to measure ROI?

 

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iNeoMarketing's insight:

Step 1 is normally referred to as a Requirements Definition. Step 2 eases understanding (and prevents eyes from glazing over). And Step 5 is absolutely critical.

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Act-On goes mobile -- and old-school -- hooking in phone calls to marketing automation - VentureBeat

Act-On goes mobile -- and old-school -- hooking in phone calls to marketing automation - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Marketing automation platform Act-On andIfbyphone announced a partnership today that integrates Ifbyphone’s call tracking with Act-On’s technology, helping marketers add good old-fashioned phone calls to their digital marketing metrics.

 

What that means is that Act-On customers will be able to monitor and track phone calls alongside other metrics such as website visits, email opens, and ad clicks, helping to build a better, more holistic view of return on investment for campaigns. Essentially it ties the last mile connection — you or me picking up the phone and directly calling a company — with the originating source of that engagement.

 

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iNeoMarketing's insight:

I haven't seen/worked this, but the only thing on which I caution you is any delay from the time the call connects to the time that one hears the call coming in. At times there may be a 1-2 ring delay.

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My Favorite Top 10 Free SEO Tools | Siteber

My Favorite Top 10 Free SEO Tools | Siteber | The Marketing Technology Alert | Scoop.it

Digest...


1. Google Keyword Planner

2. Google Analytics

3. Google Webmaster

4. Moz Toolbar

5. Screaming Frog

This is a very useful tool for on Page SEO. Basically, after you launched the software and enter your website url. Within few minutes, the software will scrawl all inner page urls and basic SEO information for you.

6. Ahrefs

This is by far my favorite website to check amount of backlinks that my website has. 

7. GTmetrix

GTmetrix is a very cool online website speed diagnosis tool. 

8.  Majestic SEO

This is my second favorite website to check backlinks.

9. Google Trends

10. IFTTT

 

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iNeoMarketing's insight:

Excellent list of free tools. Jump in and review.

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6 Tips for Sequencing Your Marketing Content - ClickZ

6 Tips for Sequencing Your Marketing Content - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


The concept of content sequencing for digital marketing practices has been around for a few years but has yet to be widely adopted. Content sequencing within the scope of digital marketing can be described like this: “A process of distributing digital content in a scalable manner, which leads a consumer through a highly engaged experience with progressively branded messaging.”

 

1. Start With Data

To be effective at sequencing, analytics are essential. We need to cull through the data to find opportunities for success.

 

2. Use Content to Drive Traffic to Specific Owned Media

With content sequencing, our consumer is moved on a path that fulfills his interest/curiosity/desire/whatever-he-is-searching-for-in-that-moment with a scalable continuum of brand-related content.

 

3. Deploy Earned Media Within the Sequence

Sequencing should incorporate earned media because it helps with visibility. And search visibility is one outcome we're aiming for.

 

4. Begin Each Campaign Without Heavy Brand Placement

Focusing brand identity during the initial stage of a content sequencing campaign is important. Optimally, we want to approach a prospective customer as a sponsor or publisher of the resource being viewed. 

5. Re-Engage During the Journey

We have the ability to reconnect and re-engage the sequencing process through ads, email, social, and direct or site search. Brands should deploy enough unique content and brand touch points to become both visible (to spiders) and valuable (to consumers) so re-engagement can occur. The soft goal throughout all touch points is to contribute to a positive user experience.

 

6. Don't Saturate, But Deploy Multiple Channels

We need to be connected with prospects at different times, through multiple devices. That may be commonly understood among digital marketers. But I've got to stress that - for search marketers - mobile is essential to an effective sequencing campaign.

 

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iNeoMarketing's insight:

It's one approach. But if the buyer's journey is a labyrinth of ins and outs, ups and downs, then I doubt setting a sequence in place will work.

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Data-Driven is Without a Standard, and the Top 11 MarTech Articles Curated Tuesday, 9/30/14

Data-Driven is Without a Standard, and the Top 11 MarTech Articles Curated Tuesday, 9/30/14 | The Marketing Technology Alert | Scoop.it

What does it mean to be data-driven?

 

It’s the use of data as a part of the decision-making process. What data? How much data? What decisions? Who gathers what data? Who analyzes the data? Who concludes what to whom from the data?

 

Gartner: “Data-driven marketing refers to acquiring, analyzing and applying information about customer and consumer wants, needs, context, behavior and motivations.”

 

That’s a wide berth.

 

There is no standard. Just as it is with agile marketing, the definition of being data-driven should be within the context of a marketing goal: self-defined, striving for level greater that the status quo.

 

So as you create your yearly plan and update your long term plan, bear in mind that only you can aptly define what it means to be data-driven.

 

"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:

>> 4 ways to keep your marketing agile - FierceCMO http://sco.lt/7k14qn 

>> Did Salesforce disinvite Marketo from attending this year's Dreamforce? - The Hub http://sco.lt/580WMT 

>> Traditional and Predictive Lead Scoring: a Match Made in Data Heaven - Marketo http://sco.lt/5KGqaf 

>> How are Marketers Like You Selecting a Marketing Automation Provider? - Marketing Technology Blog http://sco.lt/8fDFYn 

>> Sorting Out the Chaos of Marketing Tech Change - Chief Marketer http://sco.lt/8rzCPh 

>> The Biggest Obstacles to Digital Marketing Success - Profs http://sco.lt/7IOlIv 

>> Is an Analytics Cloud for Salesforce Enough? - ClickZ http://sco.lt/9EBlFB 

>> Survey: 54% of B2B Marketers Struggle with Poor System Integration | KoMarketing Associates http://sco.lt/8qLSJl 

>> Dreamforce: The 2014 Handbook - Pardot http://sco.lt/6frzRh 

>> The Anatomy of an Excellent Whitepaper [Infographic] - Kapost Content Marketeer http://sco.lt/7Ceey9 

>> The Great Divide in Content Marketing [Infographic] - HubSpot http://sco.lt/8eLu4X 

 

See ALL Top Curated Marketing Technology Articles here.

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Did Salesforce disinvite Marketo from attending this year's Dreamforce? - The Hub

Did Salesforce disinvite Marketo from attending this year's Dreamforce? - The Hub | The Marketing Technology Alert | Scoop.it
According to an industry source, Marketo had not been invited back to attend this year's Dreamforce conference. This highlights the fact that Marketo is now a direct competitor to Salesforce's own marketing automation platform, ExactTarget. That's a big change from how Marketo used to be seen in the marketing automation space. 

A year ago, enterprise marketing automation software bigwigs like ExactTarget and Oracle's Eloqua still regarded Marketo as a platform that catered only to small and midsize companies. This year, Marketo's been vocal about going after enterprise-level clients, and has landed a few big wins. While Salesforce might be loathe to admit it, Marketo's definitely been punching above its own weight, and Salesforce's salespeople wouldn't exactly be thrilled to see it exhibiting on their conference floor.

 

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iNeoMarketing's insight:

Marketo does not have Dreamforce listed in their site's Events section. Perhaps they were discouraged, or perhaps Marketo made the decision not to participate (Dreamforce is damn expensive, and SFDC will push Pardot over all others).

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How are Marketers Like You Selecting a Marketing Automation Provider? - Marketing Technology Blog

How are Marketers Like You Selecting a Marketing Automation Provider? - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
How are Marketers Like You Selecting a Marketing Automation Provider? by Douglas Karr on Marketing Technology Blog


 

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The Biggest Obstacles to Digital Marketing Success - Profs

The Biggest Obstacles to Digital Marketing Success - Profs | The Marketing Technology Alert | Scoop.it
Marketing Strategy - Marketers say a lack of effective strategies is the biggest obstacle to success in digital marketing, according to a recent report from Ascend2.

 

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Jessica Segreti's curator insight, September 30, 10:46 AM

In my opinion, “The Biggest Obstacles to Digital Marketing Success” was a great article.  The information presented in the charts was both insightful and informative.  I found an interesting part of the article to be the very first thing I read- “Marketers say a lack of effective strategies is the biggest obstacle to success in digital marketing,” according to a recent report from Ascend2.  To me, it makes perfect sense to see this challenge as the biggest obstacle for digital marketing success.  An effective strategy is the very foundation necessary to begin executing further steps and goals.  Additionally, more than half of marketers surveyed (51%) cited strategy issues when asked to list the chief factors preventing them from fully achieving their digital marketing goals.  As I continued reading the article I found myself easily being able to understand why certain obstacles proved most challenging.  For example, the second most cited complication is budget constraints (38% of respondents), followed by lack of training or experience (32%), inability to prove ROI (30%), useless metrics or analytics (25%), increasing competition (24%), lack of innovation or creativity (22%), and finally lack of marketing software (13%).  From an employee’s standpoint I agree that useless metrics would be a problem, and in my opinion very frustrating because perhaps this could have been avoided (?).  Based on data from a survey of 333 digital marketers from around the world 62% of respondents rate their digital marketing efforts as somewhat successful; 27% as very successful; 9% somewhat unsuccessful, and 2% very unsuccessful.  This is important because 71% of respondents claim that the effectiveness of their digital marketing efforts is improving- and this is why… Some 54% of respondents rate email as one of their most successful digital marketing tactics; 48% rate websites as a top tactic; 47% search engine optimization; 43% social media.  Because email is a relatively simple tactic to execute, marketers have been able to better combat their obstacles most effectively this way.  Not surprisingly, however, digital marketers rate social media as the most difficult tactic to execute.

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Survey: 54% of B2B Marketers Struggle with Poor System Integration | KoMarketing Associates

Survey: 54% of B2B Marketers Struggle with Poor System Integration | KoMarketing Associates | The Marketing Technology Alert | Scoop.it
In a webinar hosted by CMS Wire on Sept. 23, Amit Varshneya of Demandbase and Holger Schulze of eG Innovations sat down to discuss the results of the “Trends and Challenges of B2B Marketing Analytics in 2014” survey. Schulze, who led the research initiative, looked at responses from 500 marketing professionals. He found that 54 percent of people claim that a lack of systems integration was a big challenge for marketers this year.

Additionally, Schulze discovered that 44 percent believed poor data quality was a marketing hurdle, and 34 percent said that a lack of resources presented issues. However, 46 percent of marketers expect their analytics budgets to grow, and there is an evident shift toward data-driven marketing. About two-thirds of respondents said that the spreadsheet is their most commonly used technology in terms of data analytics, while dashboards were cited by 54 percent of people.


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iNeoMarketing's insight:

Continued validation of the issues associated with the rapid growth of marketing technology: systems integration, lack of resources.

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The Anatomy of an Excellent Whitepaper [Infographic] - Kapost Content Marketeer

The Anatomy of an Excellent Whitepaper [Infographic] - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

 

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Wendy Brown Singer's curator insight, September 30, 12:26 PM

Don’t worry about things like incomplete sentences and non-standard punctuation? Nice tips for designing electronic white papers...except for that one.

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The Top 2014 Predictive Analytics Resources, and the Top 11 MarTech Articles Curated Monday, 9/29/14

The Top 2014 Predictive Analytics Resources, and the Top 11 MarTech Articles Curated Monday, 9/29/14 | The Marketing Technology Alert | Scoop.it

 Throughout 2014, Predictive Analytics has gained a head of steam, and with the forthcoming SFDC Analytics Cloud and IBM’s Watson available for the masses, predictive will explode.

 

To help with the understanding of Predictive Analytics (and Predictive Scoring), I’ve collected the best resources to help you understand predictive and how it could be applied to your marketing strategy:

 

>> 13 Insanely Useful Predictive Analytics Resources - Radius

>> A Predictive Analytics Primer - HBR

>> How predictive analytics for B2B sales and marketing can offer huge returns - Econsultancy

>> Predictive analytics: The future of Business Intelligence - InformationWeek

>> Predictive B2B Marketing Cheat Sheet - Radius

>> Six Steps to Predictive Marketing Prowess - Gartner

>> [FREE] The Evolution of Lead Scoring Ebook | Lattice Engines

>> Understanding Predictive Analytics- Infographic - Position²

>> What is Predictive Analytics - Position²

>> Why The Time is Ripe for Predictive Marketing | Lattice Engines

 

 

"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:

>> Updating Gartner's Marketing Tech Spend - Marketing Technology Blog http://sco.lt/93QQk5 

>> Everything You Need to Know About Top-of-Funnel Content in Under 500 Words - Kapost Content Marketeer http://sco.lt/5YzI3t 

>> Ello Is a Wake-Up Call for Social Media Marketing - HBR http://sco.lt/6Kftuj 

>> Over $21.8 billion of funding for marketing technology - Chief Marketing Technologist http://sco.lt/8KR0cr 

>> INFOGRAPHIC: The Twitter Trends of Today’s Marketing Automation User - RingLead http://sco.lt/5d6TRp 

>> 4 Tools and Tips That Will Help You Be a More Analytical Marketer - Search Engine Watch http://sco.lt/8a7LYv 

>> [FREE] Multi-Channel Nurturing: Textbook Strategies and Proven Results from the Pros - Bizo http://sco.lt/51qccr 

>> New IDC Study Finds that Tech Marketing Budgets Will Rebound in 2014 with Average Increase of 3.5% for the Larg... http://sco.lt/7qXbvN 

>> Technology Integration A Key Problem for Marketers - Marketing Charts http://sco.lt/5Q6U2D 

>> How Social Media Automation Can Work For Your Business - #infographic - Digital Information World http://sco.lt/7mLTer 

>> The Blueprint of an Optimal Blog Design - QuickSprout http://sco.lt/5lANIP 

 

See ALL Top Curated Marketing Technology Articles here.

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The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner

The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


My big concern is that most journey maps focus on the needs of one buyer persona.  But our research shows that B2B technology purchase decisions are made by teams.   Fulfilling the journey of a single buyer may not get the job done.

 

If you think about, B2B Buying is a lot like The Wizard of Oz or other similar quest oriented stories.  You have one lead character (the champion) who is the focus of the quest—without that person, there is not story.    But she is joined by others on the journey.  They want different things.  While supporting the main character, they will also follow some different paths.  

 

As a technology marketer and seller, it is crucial to understand all the players on buying teams and what decisions they are responsible for.  You need to understand their buying process in detail. (If we had asked the right questions about what it takes to buy, we might have been able to address the approved vendor issue earlier in the process and helped our champion accelerate the process).  There will be commonalities across customers, but some unique attributes for each one (everyone’s quest is a bit different).  You should ask them what their buying process is.   Then make sure you are addressing all of the sub-decisions that have to be made, by different people, to get to the final decision.

 

One good idea is to map the journey of the persona of your internal champion.  That persona is the most invested in seeing the purchase move to completion.  As part of their journey, they’ll want to understand and assist other’s in completing their work.   You may find you then need to map the journeys of other key players, but the “champion map” becomes your lead.

 

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iNeoMarketing's insight:

Dear lord, this complicates matters! He's right: the persona of the lead is important, but it's the team that drives the decision. Mapping of the buying process, with all defined roles, is indeed critical.

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Marketing Evolution Is Failing In The C-Suite - Forbes

Marketing Evolution Is Failing In The C-Suite - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


You can almost picture yourself in the room. It’s the time of year again where the marketing team has to put together a strategy, a plan and a budget for the next fiscal year.  After carefully considering the seismic shift that is happening across the digital web, the team has come back and said it is time to eradicate the marketing of old. Doing things differently is the only way. 

 

However, too often these days, the C-suite is not amused. Therefore they find holes in the “new way” as it is unproven, or lacks reach; but maybe it isn’t proof or reach at all that is to blame, but rather the lack of vision from the C-suite that is turning their back on the evolution of marketing?

 

Marketing must evolve, and comfort must be left in the rearview. The way things have always been done isn’t the way they should be done going forward. Unless you believe the consumer landscape hasn’t changed in the past 5-10 years. Oh, and in case you aren’t sure…It has.

 

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iNeoMarketing's insight:

It's about numbers and projection. Rhetoric is a losing proposition. But if you can present an insightful, fact-filled plan that shows attributable growth, you'll win.

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Following Salesforce and Adobe, Marketo announces ad agency partnerships of its own - The Hub

Following Salesforce and Adobe, Marketo announces ad agency partnerships of its own - The Hub | The Marketing Technology Alert | Scoop.it
After Salesforce partnered with Omnicom and Adobe allied itself with Publicis, Marketo becomes the third marketing platform to partner up with a host of digital agencies.

Marketo announced that its Engagement Marketing Platform (formerly its Customer Engagement Platform) would now be available to the clients of 150 digital agencies, including Digitaria (a JWT company) and Babcock & Jenkins.

“We have always been practitioners of customer-centricity and know there's deep value in truly understanding the needs of customers at each stage in their buying cycle,” says Lauren Goldstein, vice president of strategy and partnerships at Babcock & Jenkins. “Partnering with Marketo helps us merge things like marketing automation with a cohesive content strategy to reach customers when, where and how it's meaningful to them. The result is a continuous and consistent conversation with customers that converts into lifelong relationships.”

 

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iNeoMarketing's insight:

Talk about cutting down on sales expenses! Instant channel penetration for Marketo.

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The Cornerstone of Website Optimization - Artillery Marketing

The Cornerstone of Website Optimization - Artillery Marketing | The Marketing Technology Alert | Scoop.it
That's why the cornerstone of successful website optimization is focusing on your buyer persona.

According to Adele Revella of Buyer Persona Institute, "Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo."

For website optimization, buyer personas help you to

Create a website experience that "speaks" to them
Use the right lingo
Create marketing content and offers that interest them
Guide them along a specific path on your website
Encourage meaningful alignment for your entire company


 

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iNeoMarketing's insight:

Yet again we find the importance of buyer personas. Has to be done.

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14 Tools to Streamline Your Social Media Marketing | Social Media Examiner

14 Tools to Streamline Your Social Media Marketing | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


#1: Find Your Audience

>> My favorite (and free) hidden gem is Followerwonk. Specific to Twitter, this tool allows users to search Twitter bios (or Twitter profiles) by keywords.

>> An influencer marketing platform, Traackr creates specific lists of influencers and their qualifications, based on the criterion put into the system—whether it’s a region (New York) or topic (chocolate-lover).

 

#2: Discover Relevant Content

>> SEMrush is known for paid search insights that help customers identify the phrases that a site ranks for. You can then take those keywords and put them in the copy on your site.

>> You can also use something like Google AdWords along with or instead of SEMrush for the same purpose.

>> Moz’s Fresh Web Explorer tracks the most recent mentions of a keyword, providing insight into social buzz around a brand, topic or other key terms. Track links, chart mentions and monitor mentions over time.

 

#3: Manage Workflow/Campaigns

>> At its simplest (the free option), Hootsuite can be used to upload content and schedule posts in advance.

>> Kapost can support complex approval workflows, map specific content to a persona, support the development of complex campaigns and track the journey through a centralized calendar. 

>> Spredfast is fantastic for planning, executing and measuring interactive social media experiences.

>> Thismoment offers features similar to Spredfast, such as facilitation of engagement through methods like social mosaic walls, contest hubs and digital billboards.

 

#4: Measure Results

>> Socialbakers provides a simple way to measure, compare and contrast various social data touch points, such as how your social community grew this month or how brand channels performed against the competition or industry-related organizations.

>> Radian6 is a widely known tool for social measurement, and is especially beneficial for its ability to plug into Salesforce (it’s one of their marketing cloud products). If you use the Salesforce CRM, you can use it to track the customer journey across various touch points.

 

#5: Use Multi-Functional Tools

>> NetBase and Sysomos can be used to help find audience platforms and keywords for content, as well as monitor mentions and provide insight into conversations.

>> The TrustRadius platform is valuable from a comparison standpoint. Plug in two similar platforms and review the results.

 

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iNeoMarketing's insight:

Great when Social Media Examiner does a "tools" article, such as this one. Please click through for details.

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Jonh's curator insight, Today, 1:38 AM

#5: Use Multi-Functional Tools

>> NetBase and Sysomos can be used to help find audience platforms and keywords for content, as well as monitor mentions and provide insight into conversations.

Zahra Kamal's curator insight, Today, 3:43 AM

This article is a really useful guide to social marketing for beginners, it gives five basic steps on how to track and monitor your target audience.

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What Works Where in B2B Digital Marketing? [Infographic] - B2B Infographic

What Works Where in B2B Digital Marketing? [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it

 

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4 ways to keep your marketing agile - FierceCMO

4 ways to keep your marketing agile - FierceCMO | The Marketing Technology Alert | Scoop.it

Digest...


1. Tear down that wall. In particular, the one between online and offline campaigns. Print, digital and social teams should all be working together within a single ecosystem with a consistent brand message. This not only improves general communication, but allows marketing efforts to work together in new ways.

 

2. Use tech to foster creativity. Technology and creativity don't always go together, but marketers can use these tools to help simplify and automate complicated tasks to eliminate high production costs and shorten campaign cycles.

 

3. Organize your data. Collecting surface data doesn't provide much information and gorging on disorganized numbers from every source available gives you an unruly mess. The key to getting something worthwhile out of analytics is creating order from the chaos.

 

4. Stay in the scrum.  Scrum practices require close communication with technical teams and often uses customer input to steer smaller campaigns that can be modified quickly, rather than huge, unwieldy campaigns. They ensure the team is flexible and plugged in to relevant social conversations.

 

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iNeoMarketing's insight:

However you decide to organize your agile marketing effort, it needs to include that daily scrum, as the heart of agile is communication and notification.

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Traditional and Predictive Lead Scoring: a Match Made in Data Heaven - Marketo

Traditional and Predictive Lead Scoring: a Match Made in Data Heaven - Marketo | The Marketing Technology Alert | Scoop.it
One of the most frequently asked question I hear is: How does predictive lead scoring work with your traditional, existing lead scoring? If you already have lead scoring built into your marketing automation, does predictive lead scoring negate it, or work side by side?

The answer is simple: predictive lead scoring enhances your demand generation funnel and works alongside your existing lead scoring. Traditional scoring is very good at highlighting a prospect’s interest level in your product and willingness to talk to sales, while predictive lead scoring is very good at identifying the ideal candidates for your product.

Think of your traditional lead score as the “activity” fit – the lead’s activities suggest a propensity to become a customer – and predictive score as their “demographic” fit – the lead’s fingerprint matches those of your existing customers. Leads that exhibit high levels of activity but have a low predictive score have a far lower propensity to purchase from you. Leads with a high predictive score, regardless of their activity score, still have a higher propensity to purchase from you.

 

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iNeoMarketing's insight:

Lattice, et al would disagree. If you choose the route of multiple scoring models, consider that you've doubled your management effort.

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Sorting Out the Chaos of Marketing Tech Change - Chief Marketer

Sorting Out the Chaos of Marketing Tech Change - Chief Marketer | The Marketing Technology Alert | Scoop.it

Digest...


Here is a look at some of the challenges facing marketing departments as technology takes center stage — and how you can meet them:

 

Break Up Silos. As individual departments more and more manage their own technology purchases, organizations will struggle to coordinate cross functionally. Marketing technology leaders need to provide the glue and intelligence to ensure the proper alignment across departments.

 

Forget Channels. Move from a channel-focused strategy to a customer-oriented one, where the marketer is knowledgeable about the customer and her needs on all channels.

 

Ignore Campaigns. Marketers need to be marketing all the time, whether blogging, creating content, engaging on social media or somehow letting customers know that you are there for them.

 

Spray and Pray No More.  Use all your prospect data to to find the right person and reach out with a solution. Consider it marketing to an audience of one.

 

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iNeoMarketing's insight:

Superficial. Organizing around MarTech change starts with the people and their skill sets vis-a-vis the functionality. Then you begin to consider agile marketing as the foundation for activity, attribution modeling (to prove that your expenditures are justified), and data-driven strategies.

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Is an Analytics Cloud for Salesforce Enough? - ClickZ

Is an Analytics Cloud for Salesforce Enough? - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


We need applications that utilize data to create delightful user experiences, like Facebook, Pandora, or Google Now. These applications leverage data to personalize, prompt action, and generate conversions, all while collecting more data in a closed-loop system. They understand who we are, where we are, and provide highly useful information back to us.

 

What is needed is a closed-loop system that doesn't require any intervention by data scientists and business analysts, and at the same time delights its users in a personal mobile-first environment, with useful, actionable content.

 

The good news is there are even newer set of vendors, like ClariDealSignal, and Datahug, developing applications using predictive analytics to help users accomplish their goals and take more action as a closed-loop system, much more akin to Pandora serving personalized music for the listener than your classic, static reporting dashboards.

 

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iNeoMarketing's insight:

Let's take a look at this thing first, then throw darts. 

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Dreamforce: The 2014 Handbook - Pardot

Dreamforce: The 2014 Handbook - Pardot | The Marketing Technology Alert | Scoop.it
Planning to attend, sponsor, or speak at Dreamforce? With over 140,000 attendees and 1,400 breakout sessions, there can be a lot to keep track of throughout the conference. Use our Dreamforce Handbook to make sure that marketers, sales reps, and attendees alike are getting the most out of the Dreamforce experience.


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The Great Divide in Content Marketing [Infographic] - HubSpot

The Great Divide in Content Marketing [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it

 

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