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6 Major Google Changes Reveal the Future of SEO - Search Engine Watch | #TheMarketingAutomationAlert

6 Major Google Changes Reveal the Future of SEO - Search Engine Watch | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
PageRank and keyword obsession is fading away. Google is now pushing you to focus on understanding your target users, producing great content, establishing your authority and visibility, and providing a great experience for the users of your site.


Digest...


Let’s take a few steps back and understand the big picture. Here's a look at the major developments, some of Google's initiatives driving this change, and the overall impact these changes will have on SEO.

1. '(Not Provided)'

Google made the move to make all organic searches secure starting September 23. This means we've lost the ability to get keyword data for users arriving to our websites from Google search.

Losing Google keyword data is sad for a number of reasons. This impacts publishers in many ways, including losing a valuable tool for understanding what the intent of customers that come to their site, for conversion optimization, and much more.

2. No PageRank Update Since February

Historically, Google has updated the PageRank numbers shown in the Google Toolbar every 3 months ago or so, but those numbers haven't been updated since February. This means 8 months have gone by, or two updates have been skipped.

3. Hummingbird

There are a few elements to Google's Hummingbird algorithm, announced in time for Google's official birthday, but like Caffeine before it, this is really a major platform change. Google has built a capability to understand conversational search queries much better than before. The impact of this algorithm is likely to be quite substantial over the next 2 or so years. Net-net, they have drastically reduced access to the raw data, and are rolling out technology that changes the way it all works at the same time!

4. Google+

While it seemed to get off to a slow start initially, many argue that it has developed a lot of momentum, and is growing rapidly. The data on Google+'s market share is pretty hard to parse, but there are some clear impacts on search, such as the display of personalized results.

5. Authorship

We won't delve into the specifics of how Author Rank might work now, but you can read "Want to Rank in Google? Build Your Author Rank Now" for my thoughts on ways they could look at that.

That said, in the future you can imagine that Google could use this as a ranking signal for queries where more comprehensive articles are likely to be a good response. Bottom line: your personal authority matters.

6. In-Depth Articles

The Google announcement included a statement that "up to 10% of users' daily information needs involve learning about a broad topic." That is a pretty big number, and I think over time that this feature will become a pretty big deal. Effectively, this is an entirely new type of way to rank in the SERPs.

 

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iNeoMarketing's insight:

These changes all indicate what is happening with SEO: the abandonment of those technical adjustments in lieu of qualitative improvements to content...CONTENT. At the end of the day, content drives SERP.

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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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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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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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Five Big Mistakes That B2B Marketers Make in Driving Leads

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

Digest...


Mistake 1: Being too eager

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

 

Mistake 2: Not being eager enough

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

 

Mistake 3: Relying on a linear funnel strategy

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

 

Mistake 4: Working in silos

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

 

Mistake 5: Not paying attention to details

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


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iNeoMarketing's insight:

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

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Nicolas Desachy's curator insight, November 20, 7:59 AM

Interesting thought

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Why Predictive Marketing Technologies Fall Short - Radius

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

Digest...


Problem 1: Predictive lead scoring only helps with existing leads

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

 

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

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

 

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

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

 

 

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iNeoMarketing's insight:

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

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

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

Digest...


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

 

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

 

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

 

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iNeoMarketing's insight:

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

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Nicolas Desachy's curator insight, November 20, 8:05 AM

#digitalmarketing #socialnetworkmarketing

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

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

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


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iNeoMarketing's insight:

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

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[FREE] The ROI of Automation: A Pardot eBook

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

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

how marketing automation can help improve marketing and sales alignment

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

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


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iNeoMarketing's insight:

It's behind a registration wall.

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

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

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

 

Today’s curated articles collected for your quick review:

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

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

>> Why Predictive Marketing Technologies Fall Short - Radius

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

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

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

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

>> Involving SEOs in the content creation process - Biznology

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

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


See ALL Top Curated Marketing Technology Articles here.

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Marketers Rank the Technologies Designed to Help Them - eMarketer

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

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


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iNeoMarketing's insight:

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

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

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


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iNeoMarketing's insight:

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

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Salesforce brings Social Studio deeper into its Cloud family | VentureBeat

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

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iNeoMarketing's insight:

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

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Involving SEOs in the content creation process - Biznology

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

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iNeoMarketing's insight:

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

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