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Marketing technology: So many tools, so little time (and money) - FierceCIO | #TheMarketingAutomationAlert

Marketing technology: So many tools, so little time (and money) - FierceCIO | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
 Collaboration is the only way forward. If the pressure on marketing is intensified, then the IT/marketing collaboration should logically be intensified. 


Excerpt...


Pressure creates tension, and tension (managed poorly) can create drama, and the media and analysts love drama. Which is why we are treated to a steady flow of articles and reports and presentations about how marketing and IT are at war, and CMOs will take over the IT budget, and so on.

 

If it's a fight, both sides lose. I've said it before and plan to keep repeating it as long as the opposite point-of-view keeps bubbling up. The CIO does not succeed if the CMO fails, and vice versa. Ian Cox dissected this topic very clearly on The CIO Leader blog this week, as Peter Kretzman has also done on his CTO/CIO Perspectives blog.

 

Their overriding points and mine are the same, though they articulate it better. Collaboration is the only way forward. If the pressure on marketing is intensified, then the IT/marketing collaboration should logically be intensified. Together, you need to evaluate a ton of tools, find the best ones that most likely match your business goals, run pilot projects, capture and scrutinize results, work the winners into business processes, integrate with existing systems where necessary, rinse and repeat. Really fast.

 

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iNeoMarketing's insight:

The two functions, if they're not already, must collaborate. But I differ with the author regarding if the CMO fails then the CIO fails: should the CMO fail, the CIO takes over the technology and drives the bus. Thus the reason for the CMO to be data-driven and steeped in the tech world.

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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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“Gold Rush,” and The Top 14 MarTech Articles Curated Friday, 11/21/14

“Gold Rush,” and The Top 14 MarTech Articles Curated Friday, 11/21/14 | The Marketing Technology Alert | Scoop.it

Ever see “Gold Rush” on the Discovery Channel? Highly rated show about three companies of miners in Alaska looking to come away with their seasonal motherlode. The miners  have to cull through tons and tons of rock, dirt, mud, etc. to find their daily take of gold. As an analogy, I go through 700+ articles each day to find the best marketing technology content to deliver to you, and believe me when I say there is a ton of crapola out there: poorly written, overly simplistic, non-factually based stuff through which I wade to find MarTech posts that will help you each day. Labor of love.

 

It sometimes happens that I need to choose between articles from the same source so that I’m delivering a broad cross-section of content (and sometimes the articles are too important to discard, so I find myself curating 2x from that source in one day). But that’s a rare event, and far more often I’m running the content through a sluice to find value.

 

Point: there’s a ton of dung published each day from which you need to find the gold flakes. Don’t bother: I’ve got this covered. So forward The Marketing Technology Alert to colleagues so that don’t have to waste time panning.

 

Today’s curated articles collected for your quick review:

>> 3 Opportunities for Marketing Automation Providers in 2015 - ClickZ

>> G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd

>> Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva

>> Lead Scoring Strategies for Agencies: Best Practices - Marketing Action Blog - Act-On

>> Salesforce's Benioff: The Wave analytics cloud's market potential is 'far beyond' $1B | VentureBeat

>> 4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates - Unbounce

>> 10 Keys for Starting a B2B LinkedIn Group to Generate Leads - Social Media B2B

>> Conversion Rate Optimization Maturity Model - Econsultancy

>> Copywriting: Brevity is the soul of marketing | MarketingExperiments

>> 8 Budget Templates to Manage Your Marketing Spend [Free Download] - HubSpot

>> The Secrets Of A Memorable Infographic - Fast Company

>> 13 SEO Copywriting tips [Infographic] - Smart Insights Digital Marketing Advice

>> B2B Sales Benchmark Research Finds Some Pipeline Surprises [INFOGRAPHIC] - Salesforce

>> How to Become a Google Analytics Superhero [Infographic] - B2B Infographic


See ALL Top Curated Marketing Technology Articles here.

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Technology Marketing Blog: What is Content Marketing? IDC's Definition of Content Marketing

Technology Marketing Blog: What is Content Marketing? IDC's Definition of Content Marketing | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

The 5WH table is the pertinent part of this post. Anyway, FWIW.

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Seven Tips for Creating Credibility for a Marketable Website - Profs

Seven Tips for Creating Credibility for a Marketable Website - Profs | The Marketing Technology Alert | Scoop.it

Digest...


1. Don't get stuck in the past

2. Chart your progress

3. Have a look under the hood: Unless you went to school for programming websites, your best bet is to either hire a developer or use WordPress (or both!). 
4. Respond to the new wave: Developers now use responsive design, so that your website morphs to fit any window or screen size.

5. Create content that speaks for itself

6. Social media is your friend

7. Conversions are the goal, not the entire game

 

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iNeoMarketing's insight:

Web site 101. 

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4 Ways to Ramp Up Mid-Funnel Content Creation - ClickZ

4 Ways to Ramp Up Mid-Funnel Content Creation - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Four ways to ramp up your mid-funnel content offerings for maximum impact:

1. Leverage E-Books

Create a unique e-book for each of your audience segments: it should provide sufficient value for what your downloader paid for it (typically the right for you to contact him/her again).

 

2. Reprocess Your Wide-Funnel Content

A blog post created a year ago to get buzz, search visibility, and generate awareness might be attracting no hits right now, but that doesn't mean that it's worthless. Such an article - when combined with other old articles written on the same theme - might provide enough heft for a credible mid-funnel content item such as an e-book.

 

3. Use SlideShare

This platform (with 60 million monthly users) is an ideal platform for showcasing your mid-funnel content.

 

4. Consider Video

Video is an excellent medium for in-depth explanations of complex subjects. Because it’s a sequential medium, it’s uniquely suited for "step-by-step" instruction.

 

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iNeoMarketing's insight:

MOFU content has to be more substantive than TOFU, and these formats make sense. Slideshare: most underused tactic!

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How to Structure a Perfect SEO Optimized Page - QuickSprout

How to Structure a Perfect SEO Optimized Page - QuickSprout | The Marketing Technology Alert | Scoop.it

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Jasper Molina's curator insight, November 23, 7:04 PM

To jumpstart any SEO campaign, these factors should not be overlooked.

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How to Increase Conversion Rates by Decreasing Choices [Infographic] - HubSpot

How to Increase Conversion Rates by Decreasing Choices [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it
Learn why too many choices could be a bad thing for your conversions.


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G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd

G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Click through for details. G2 Crowd: the Yelp or TripAdvisor for the MarTech world.

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Farid Mheir's curator insight, November 22, 10:42 AM

Useful insights.

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Lead Scoring Strategies for Agencies: Best Practices - Marketing Action Blog - Act-On

Lead Scoring Strategies for Agencies: Best Practices - Marketing Action Blog - Act-On | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

So long as marketing and sales are at the same table, this should be fairly easy to conquer so long as everyone is using the same vernacular! 

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4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates - Unbounce

4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates - Unbounce | The Marketing Technology Alert | Scoop.it

Digest...


1. Write like a human… to other humans

The number one mistake most email marketers make is writing like a business.

Unless you’re about to announce that you just released the iPhone 7, not writing like a real human to other real humans is killing your open and click-through rates.

 

2. Pay attention to the only three lines that matter

An estimated 65% of all emails are now opened on a mobile device.

That means, when it comes to open rates, you’ve got just three lines to convince the average subscriber to come inside:

→ Subject line

→ The first line of your email

→ From line

 

3. Make your emails mobile responsive

 

4. Ask questions

If you want to create engaging and click-compelling emails, then you need to engage your subscribers in an actual conversation. In my experience, the best way to achieve this is to ask questions.

 

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iNeoMarketing's insight:

At this point, if your emails are not using responsive, let me know where you work so that I can send over a slap upside the head.

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Conversion Rate Optimization Maturity Model - Econsultancy

Conversion Rate Optimization Maturity Model - Econsultancy | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Excerpted from a larger report ($695). Amazing to me how often testing is ignored. Just start small and build on it. C'mon man.

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8 Budget Templates to Manage Your Marketing Spend [Free Download] - HubSpot

8 Budget Templates to Manage Your Marketing Spend [Free Download] - HubSpot | The Marketing Technology Alert | Scoop.it
The bundle includes individual budget templates for the different segments of your marketing program, allowing you to drill down and document particular costs and line items. Best of all, we've set up the templates so Excel will do all of the calculations for you: When you enter in new data, your totals are updated automatically.

The bundle includes budget templates for the following areas: 

Events
Branding & Creative
Content
Paid Advertising
Product Marketing
Public Relations
Website Redesign


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iNeoMarketing's insight:

The price is right. Can't hurt.

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13 SEO Copywriting tips [Infographic] - Smart Insights Digital Marketing Advice

13 SEO Copywriting tips [Infographic] - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it
A reminder of the latest thinking on copywriting for SEO and conversion If you're not an SEO specialist, but are involved with writing or reviewing website. Marketing topic(s):On-page optimisation. Advice by Susanne Colwyn.


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iNeoMarketing's insight:

More on the importance of SEOing your content. I referred to this a few days ago, and here you go. Pre-content and post-content must be reviewed by your SEO pro(s).

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How to Become a Google Analytics Superhero [Infographic] - B2B Infographic

How to Become a Google Analytics Superhero [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it
How to Become a Google Analytics Superhero


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iNeoMarketing's insight:

Follow these steps, and you're a sidekick. Superheros go way beyond this. You wanna be Mermaid Man or Barnacle Boy?

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Measuring Marketing's Business - Adam Sarner, Gartner

Measuring Marketing's Business - Adam Sarner, Gartner | The Marketing Technology Alert | Scoop.it
Marketers are presented with an abundance of metrics. Some metrics measure marketing’s activities: How many marketing campaigns ran last quarter? How many hits did we get from our social marketing content? Who downloaded our app?  Other metrics are outcome based: What was the lead’s conversion rate? How many additional products did the customer leave the store with?  Marketers must understand how activity drives performance to show that the actions they are doing and demanding an increased budget for, is driving desired outcomes. If the connection can’t be made between the activity metric and performance outcomes defined by the strategy, then the metric, the activity, or both will need to be re-evaluated.  Not establishing these types of connections means that high profile company objectives like customer growth or retention won’t be linked to marketing efforts and, well…you’re gonna have a bad time.


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iNeoMarketing's insight:

It's been a repeated message: tie marketing ROI to business metrics. You just can't hide behind soft metrics anymore, not with all the MarTech spending taking place. Without that link, your really are "gonna have a bad time."

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4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud

4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Completely agree with these attributes! Not commonly available, and at times you may have to compromise and look to training as a means to fill the gap.

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The Rise of the User Experience Marketer

The Rise of the User Experience Marketer | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

UX is a part of the CX, and everything UX is secondary to User Testing. Even if you hire pro UX firm, test!!

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How Can the Value of Top-of-Funnel Channels be Measured - Whiteboard Friday - Moz

How Can the Value of Top-of-Funnel Channels be Measured - Whiteboard Friday - Moz | The Marketing Technology Alert | Scoop.it
Marketing efforts at the top of the funnel, like PR and content marketing, are notoriously hard to measure in terms of their value. In today's Whiteboard Friday, Rand offers three ways you can perform that measurement, as well as some perspective about "serendipitous marketing."


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iNeoMarketing's insight:

Click through for the 9+ minutes of video. Straightforward stuff, but TOFU, as an individually measured stage, can only rely on the softer metrics, e.g., traffic, without knowing the impact on true business metrics. Without that linkage, it's a waste of time.

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The New Advertising Landscape [Infographic] - B2B Infographic

The New Advertising Landscape [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it
The New Advertising Landscape [Infographic]


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3 Opportunities for Marketing Automation Providers in 2015 - ClickZ

3 Opportunities for Marketing Automation Providers in 2015 - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


1. Intelligent Learning

Thus far, marketing automation tools work like databases, requiring marketers to manually build segments. Such solutions are missing intelligent learning. They fail to apply the data we collect, which means we can't continuously optimize the next message.

 

2. Attribution

Every marketer wants to know what works and what doesn't. That’s why attribution is so important. And while we might not yet be able to do as much tracking and crediting as we’d like, marketing attribution vendors are improving their capabilities all the time. 

 

3. More Message Delivery Options

The platform can’t reach the anonymous prospects at the top of the funnel. In other words, it can nurture leads but it can’t drive new customers. This is why it was so exciting when Oracle acquired BlueKai earlier this year. With BlueKai’s data, Oracle is now in a position to create a platform that targets new customers with personalized messages across all channels. Put another way, Oracle now has the ability to take customers all the way down the marketing funnel.

 

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iNeoMarketing's insight:

I'd switch out #1 with Predictive, i.e., an overlay of predictive across each MAP. I'll take that tomorrow. Completely agree with Attribution, but its so damn hard in the B2B arena unless it is an eCommerce sold offering.

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Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva

Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva | The Marketing Technology Alert | Scoop.it
You can finally share tweets through private direct messages, Twitter announced today.

With the feature, you can send a public tweet to a follower privately as you would with a link, for example. To do so through the Twitter mobile app, open and long-press on the tweet from your timeline, and choose “Share via Direct Message.” From Twitter.com or TweetDeck, tap the “••• More” icon, and select “Share via Direct Message.” The user you sent the message to will be notified, and the tweet will show up embedded in the conversation.


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iNeoMarketing's insight:

FYI.

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Salesforce's Benioff: The Wave analytics cloud's market potential is 'far beyond' $1B | VentureBeat

Salesforce's Benioff: The Wave analytics cloud's market potential is 'far beyond' $1B | VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


It shouldn’t come as a surprise that Salesforce.com chief executive Marc Benioff is bullish about his company’s newest software, the Wave cloud service for visualizing data. But it’s good to keep in mind just how big of an opportunity lies ahead, at least from Benioff’s perspective.

 

Indeed, the company today told analysts that it was expecting $6.5 billion in revenue for its 2016 fiscal year. And considering that Benioff is, as he put it, “extremely optimistic” about Wave’s capabilities from a money-making perspective, it’s fair to believe that soon enough Wave will become a major contributor to the company’s top-line revenues, right up there with Salesforce’s popular sales cloud for tracking leads.

 

But while Wave is already available in app stores, providing “analytics for the rest of us,” Benioff said it’s not just an application. He sees it as a platform on top of which other applications can be built.

 

 

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iNeoMarketing's insight:

The over/under when Wave will be spun-off as a separate company: 2019. I'm taking the under.

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10 Keys for Starting a B2B LinkedIn Group to Generate Leads - Social Media B2B

10 Keys for Starting a B2B LinkedIn Group to Generate Leads - Social Media B2B | The Marketing Technology Alert | Scoop.it

Digest...


1. Start with your Product or Service in Mind

2. Determine the Most Likely Buyer

3. Never Mention the Product

4. Create a Closed Group

5. Manage it like a Community

6. Build it like a 3-Layer Cake: Start the first layer by getting your staff to join the group so it has a bit of a head start. The second layer includes your closest business partners and some existing customers. Let them know the purpose of the group and that their interaction is encouraged. Once the group has that lived in feeling, invite some targeted prospects to join the group. This is the top of the cake. They are the ones to focus on, and it helps that they are joining an active, growing group.

7. Know What Content to Share

8. Engage the Group

9. Practice Both Inbound and Outbound Lead Generation

10. Remember Marketing Led, Sales Fed

 

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iNeoMarketing's insight:

It's on the to do list. Somewhere on the list. Look: if you have a dedicated social medialite, great. If not, then I don't know where this will end up on your hit list.

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Copywriting: Brevity is the soul of marketing | MarketingExperiments

Copywriting: Brevity is the soul of marketing | MarketingExperiments | The Marketing Technology Alert | Scoop.it
Copy that communicates succinctly with customers is often a last thought in copywriting, making relevance a true casualty of your effort to connect with customers. Read this MarketingExperiments Blog post about an email experiment featured in a recent Web clinic that increased clickthrough 27%.


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iNeoMarketing's insight:

Brevity? Simplicity? Runs absolutely counter to the often preferred long copy format. You know how you can know? TEST!!! That's all this post proves: the value of TESTING!!!!

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The Secrets Of A Memorable Infographic - Fast Company

The Secrets Of A Memorable Infographic - Fast Company | The Marketing Technology Alert | Scoop.it

Excerpt...


"The most memorable visualizations, by far, contained elements that fell under the category of "human recognizable objects." These were images with photographs, body parts, icons—things that people regularly encounter in their daily lives. "Human recognizable objects will instantly make it more memorable," says Doctoral student Michelle Borkin of Harvard's School of Engineering and Applied Sciences. All but one of the 12 most memorable images in the study had a recognizable component.

 

Beyond that, Borkin and company discovered a few secrets to infographic success. Color was key; visualizations with more than six colors were much more memorable than those with only a few colors or a black-and-white gradient. Visual density—what some of us might call "clutter"—wasn't a bad thing either. In fact, images with a lot going on were significantly more memorable than minimalist approaches. Roundness was another hallmark of memorability (after all, our brains do love curves).

 

On the contrary, basic bar graphs and charts were easy to forget. That surprised Borkin at first, who thought these visualizations might be memorable because people become familiar with them at an early age. Instead, they proved too similar to distinguish, eliciting a high false-alarm rate—meaning study participants thought they'd seen already them when they had not. As Borkin and her collaborators put it: "all the bar charts look alike.""

 

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iNeoMarketing's insight:

SCIENCE!! Now you have some data to back up your design direction. Feel free to now conquer the world. Or your infographics.

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B2B Sales Benchmark Research Finds Some Pipeline Surprises [INFOGRAPHIC] - Salesforce

B2B Sales Benchmark Research Finds Some Pipeline Surprises [INFOGRAPHIC] - Salesforce | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Missing: the quantity of opportunities, or the relative percentage to each other. I don't doubt the percentages, but the number of email campaign leads usually far exceed the number of social leads.

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