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CEOs look toward disruptive technology more than CMOs - Chief Marketing Technologist | #TheMarketingAutomationAlert

CEOs look toward disruptive technology more than CMOs - Chief Marketing Technologist | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
CEOs have come to recognize, more than ever, that disruptive technology poses the single biggest existential threat to the future of their businesses.


Key excerpt...


Much of the rest of IBM’s report examines specific technological changes and challenges, mostly revolving around the themes of better customer experiences served through digital and hybrid digital-physical channels. As IBM’s own CEO, Virginia Rometty, says in the introduction, “Today, digitally enfranchised and empowered customers lead the agenda for every CxO profession.”

 

For CMOs, I believe this presents a clear opportunity to step-up investment in customer experience technology. It isn’t just about how technology can implement more efficient or effective marketing. It’s looking at how technology — and the tech-savvy talent necessary to leverage it — can change the playing field more significantly. Companies should pursue innovative, technology-powered capabilities to continually achieve and renew McGrath’s transient competitive advantages.

 

The big takeaway from IBM’s report for me is that the CEO is more attune than ever to such opportunities. The CMO should rise to the occasion to champion that charge forward.

 

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iNeoMarketing's insight:

Brinker's article points to the notion that CMOs (and CIOs) look to market factors as a greater impact on the organization that technology vs. the CEOs view. But what caught my eye was the justification to spend resources on customer experience technologies, which is the first time I've noticed this outside of the industry analysts. It's important, but worthy only of investigation in 2014 for the less than monolithic organization.

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Dearth of Content, and The Top 7 MarTech Articles Curated Monday, 12/22/14

Dearth of Content, and The Top 7 MarTech Articles Curated Monday, 12/22/14 | The Marketing Technology Alert | Scoop.it

The cupboard is running a bit thin on quality MarTech articles out there. Tis the season.

 

Today’s curated articles collected for your quick review:

>> Digital Marketing Under the Microscope - Martin Kihn - Gartner

>> What you need to know about B2B advertising on Reddit - B2B News Network

>> Infogroup expands B2B database Sapphire - FierceCMO

>> 7 Spots to Score Free Email Marketing Templates | WordStream

>> Marketing tech 2015 events: Announcing Growth Summit and GrowthBeat - VentureBeat

>> Sales and Marketing Now Account for 48% of the Corporate IT Budget | Marketing Technology Blog

>> How To Create a Content Marketing Lead Nurturing Process [INFOGRAPHIC] - B2B Infographics

 

 

See ALL Top Curated Marketing Technology Articles here.

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Digital Marketing Under the Microscope - Martin Kihn - Gartner

Digital Marketing Under the Microscope - Martin Kihn - Gartner | The Marketing Technology Alert | Scoop.it
Organizational pressures show up in spending priorities and marketing budgets. Gartner’s 2015 CMO Spend Survey showed that in addition to enjoying support from the organization, for the most part, marketing spend patterns surfaced greater investment in the customer experience and a ramp in the trend blurring the line between traditional and digital marketing. We are nearing the moment when it’s all just “marketing.”

Our analysis also validated a trend many of our clients had been reporting anecdotally: namely, that marketing is tasked with a greater responsibility for managing capital budgets and stewarding tech buying decisions. In fact, the vast majority of our respondents reported that marketing had a dedicated capex budget, and that marketing owned or shared a P&L, earning revenue from digital commerce, advertising sales, selling data, and so on.


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iNeoMarketing's insight:

"With great marketing technology spending comes great ROI responsibility."  Conversely: don't ask for more budget unless you have your attribution modeling in place!

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What you need to know about B2B advertising on Reddit - B2B News Network

What you need to know about B2B advertising on Reddit - B2B News Network | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

I had no idea, and its probably because I never thought Reddit would accept social advertising given independence of the Reddit reader/user. Worthy of testing.

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Infogroup expands B2B database Sapphire - FierceCMO

Infogroup expands B2B database Sapphire - FierceCMO | The Marketing Technology Alert | Scoop.it
Infogroup Media Solutions has launched a new Sapphire suite of products, which combines several Infogroup platforms into a one-stop shop for B2B marketers.


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iNeoMarketing's insight:

FYI. Just be sure to investigate the various sources.

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7 Spots to Score Free Email Marketing Templates | WordStream

7 Spots to Score Free Email Marketing Templates | WordStream | The Marketing Technology Alert | Scoop.it
These free email marketing templates will help you get started on crafting your own customized, slick, and sleek email newsletter. Get your free templates now!


1. 99 Designs: 3 Email Templates For Various Uses

2. Campaign Monitor 30+ Free Email Templates

3. Mail Chimp Email Templates: 80+ Themes

4. Free PSD Files: 12+ Photoshop Email Templates

5. Litmus: 7 Responsive Email Templates

6. Zurb

7. Antwort

 

 

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iNeoMarketing's insight:

FYI if you're searching for some options. Look for responsive design!

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Marketing tech 2015 events: Announcing Growth Summit and GrowthBeat - VentureBeat

Marketing tech 2015 events: Announcing Growth Summit and GrowthBeat - VentureBeat | The Marketing Technology Alert | Scoop.it
1: Growth Summit (Boston, June 1-2)
Growth Summit is invite-only, small, intimate, and CMO-focused. We’re looking to gather 180 of the world’s leading martech executives to focus together on the future of marketing.

With a mix of main stage and small boardroom-style meetings with about 20 participants, we want to go deep, we want to go far, and we want to ensure the very, very best in both insight, value, and networking, for top-level marketing executives only.



2: GrowthBeat (San Francisco, August 17-18)

GrowthBeat is larger. It’s busier — we want to gather 800 of the world’s best marketing technologists in one room at one time.

And it’s jam-packed with actionable take-aways for practicing marketing technologists: leaders in the martech space who are tasked with growing their company’s users, sales, and all the KPIs in your  funnels between the two. Here, you’ll get hard-core honest insights from martech stars, straight from the trenches.
iNeoMarketing's insight:

Adding to the list of potential shows to attend in 2015...

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Sales and Marketing Now Account for 48% of the Corporate IT Budget | Marketing Technology Blog

Sales and Marketing Now Account for 48% of the Corporate IT Budget | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
Sales and Marketing Now Account for 48% of the Corporate IT Budget by Douglas Karr on Marketing Technology Blog


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How To Create a Content Marketing Lead Nurturing Process [INFOGRAPHIC] - B2B Infographics

How To Create a Content Marketing Lead Nurturing Process [INFOGRAPHIC] - B2B Infographics | The Marketing Technology Alert | Scoop.it

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The Top 8 MarTech Articles Curated Friday, 12/19/14

The Top 8 MarTech Articles Curated Friday, 12/19/14 | The Marketing Technology Alert | Scoop.it

Today’s curated articles collected for your quick review:

>> 16 Vendors Under The Glass, As Gartner Releases First Digital Marketing Hub Quadrant - AdExchanger

>> 7 tech companies that may go public in 2015 - Mashable

>> G2 Crowd: Best of 2014 Award Winners (Part One)

>> How B2B E-Commerce is Evolving & How to Keep Up - CMO Essentials

>> 5 Ways to Improve Your Marketing Using Conversion Psychology - HubSpot

>> [FREE REPORT] Lead Prioritization Study - Whitepaper - Velocify

>> The top tech conferences in Canada coming in 2015 - B2B News Network

>> Landing Page Optimization: What a 4% drop in conversion can reveal about offering discounts | MarketingExperiments

 

 

See ALL Top Curated Marketing Technology Articles here.

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16 Vendors Under The Glass, As Gartner Releases First Digital Marketing Hub Quadrant - AdExchanger

16 Vendors Under The Glass, As Gartner Releases First Digital Marketing Hub Quadrant - AdExchanger | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

No surprise with those three as the leaders. You'll want to click through to see The Challengers (which surprisingly includes Marketo).

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7 tech companies that may go public in 2015 - Mashable

7 tech companies that may go public in 2015 - Mashable | The Marketing Technology Alert | Scoop.it
Yext
Yext, a company that makes sure Internet-based addresses for businesses are accurate, raised $50 million in Series F funding earlier this year at a valuation of about $525 million, with plans to go public in 2015. More recently Yext hired a CFO who previously helped take Pandora public in 2011.


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iNeoMarketing's insight:

I scooped the one company that plays a role in our B2B marketing lives. The six others are recognizable.

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G2 Crowd: Best of 2014 Award Winners (Part One)

G2 Crowd: Best of 2014 Award Winners (Part One) | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

And there are other categories as well, so please click through to review. Note the number of times HubSpot appears (FWIW).

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How B2B E-Commerce is Evolving & How to Keep Up - CMO Essentials

How B2B E-Commerce is Evolving & How to Keep Up - CMO Essentials | The Marketing Technology Alert | Scoop.it
The cloud — with cloud-based E-commerce delivery models, enterprises finally have the necessary tools to create sophisticated user experiences with three key factors:

Speed: Powerful E-commerce apps are built on robust cloud platforms. They leverage the platform’s security, scalability and high performance. In this environment,B2B sellers are not on their own; they can utilize existing cloud platforms to deliver this seamless and fast user experience.
Convenience: By harnessing cloud-based, automated configuration and pricing technology, a $500K jet engine part can now be purchased with virtually the same ease as a pair of $30 sandals. In fact, sales effectiveness research shows that organizations using such configure-price-quote (CPQ) technology average a 3.9% year-over-year growth in customer renewal rates (vs. a .6% decline for non-users), and a 3.6% year-over-year growth for lead conversion rates (vs. a .5% decline for non-users).
Personalization: Powerful cloud platforms are designed to fully support complex product and pricing models across multiple channels on a single platform. These apps allow brands to present unique user experiences that boost transaction volume and top-line revenue – and deliver seamless buying experiences.


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iNeoMarketing's insight:

Lots of toe-dipping in 2015, then watch it burst out in 2016.

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5 Ways to Improve Your Marketing Using Conversion Psychology - HubSpot

5 Ways to Improve Your Marketing Using Conversion Psychology - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


Law of Past Experience

How prospects interact with your product or service is entirely dependent on how well your brand aligns with their personal vision. One of the first things they are going to do when interacting with your brand is compare it with past experiences of their own. The law of past experience states that a prospect’s previous experiences, whether it involved your business or not, will contribute to their current experience.

Psychology of Happiness and Pain

Referred to as the psychology of pain, this concept states that “The magnitude of pleasure reaches its limit in the removal of all pain”. This doesn’t mean you should be solely advertising distressing images on your landing page to scare prospects; but rather supplementing them with solutions.

Psychology of Cost-Benefit Analysis

Cost-benefit analysis refers to the internal process that takes place when humans are weighing whether or not the fox is worth the hunt. In other words, is what you are offering, whether it be an eBook, webinar, or other lead magnet, worth what they are going to have to do to get it, like give up an email or complete a survey.

Gather Allies

Some of the most successful businesses are the ones that instill their customers with a sense of loyalty by having a common “enemy” in mind. Think about the passion exhibited by those who are a part of nonprofits or human rights campaigns. It’s because they are fighting against something together.

Positive Anticipation

As a final point to touch on, and one that might sound easier said than done, write content that is going to have your audience nodding in agreement. This notion of anticipation involves writing content that shows empathy and optimism.

 

 

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iNeoMarketing's insight:

I've tagged a few articles in The Marketing Technology Alert with the term "psychology" and I recommend reviewing them as it will have a positive impact on your positioning.

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[FREE REPORT] Lead Prioritization Study - Whitepaper - Velocify

[FREE REPORT] Lead Prioritization Study - Whitepaper - Velocify | The Marketing Technology Alert | Scoop.it
Discover how sales activity prioritization is driving a higher level of sales performance for industry leaders in a new whitepaper titled, The Power of Prioritization: How Automating Relative Importance of Sales Activities Can Impact Sales Success, from Velocify.  This study investigated the selling practices of more than 400 sales teams to determine the impact that automated activity prioritization has on sales performance.

Here’s a sneak peek:

Salespeople using prioritization were more productive than those who didn’t
Reps also increased daily talk time by 88%
Conversion rate was nearly 2X over those not using prioritization


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iNeoMarketing's insight:

Behind a registration wall. Fascinating results from this approach!

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The top tech conferences in Canada coming in 2015 - B2B News Network

The top tech conferences in Canada coming in 2015 - B2B News Network | The Marketing Technology Alert | Scoop.it

Digest...


DX3 – Mar 11-12, 2015 – Toronto

FITC Toronto – Apr 12-14, 2015, Toronto

C2 Montreal – May 26-28, 2015

GROW Conference – Aug 2015 – Whistler, BC

MESH – Nov 2015 – Toronto

Banff World Media Festival 

FFWD Advertising & Marketing Week 

2015 Marketing Analytics Conference 

Canadian Internet Marketing Conference

Digital Strategy Conference

Digital Media Summit 

 

 

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iNeoMarketing's insight:

Click through for descriptions and dates for all.

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Landing Page Optimization: What a 4% drop in conversion can reveal about offering discounts | MarketingExperiments

Landing Page Optimization: What a 4% drop in conversion can reveal about offering discounts | MarketingExperiments | The Marketing Technology Alert | Scoop.it

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The Top 12 MarTech Articles Curated Thursday, 12/18/14

The Top 12 MarTech Articles Curated Thursday, 12/18/14 | The Marketing Technology Alert | Scoop.it

Today’s curated articles collected for your quick review:

>> How to Build a Successful Social Media Marketing Funnel - TechWyse

>> The Big List of Must-Attend Marketing Events of 2015 - Marketo

>> 2015 Will Be the Year of Video Marketing - Profs

>> 21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

>> How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

>> Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently

>> B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report

>> The 25 Hottest Skills That Got People Hired in 2014 - LinkedIn

>> [FREE REPORT] The Untapped Video SEO Opportunity - Conductor Learning Center

>> What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream

>> How To Use #Twitter Cards And Drive Social Traffic To Your Blog - #infographic - Digital Information World

>> Amplifying B2B Marketing Content with Google Plus - Relevance


See ALL Top Curated Marketing Technology Articles here.

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How to Build a Successful Social Media Marketing Funnel - TechWyse

How to Build a Successful Social Media Marketing Funnel - TechWyse | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Plenty of potential holes to poke, but remember the bottom line: attribution. The key metrics in the first two stages are feel-good metrics, and not tied to business metrics. It's about conversions and business metrics: from where did the conversion emanate, and what percentage of the conversions actually close.

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Birgit Bauer's curator insight, December 18, 3:11 AM

Interesting Numbers .... 

Net-Presence.ca's curator insight, December 19, 7:24 AM

The foundations of Inbound Marketing include defining your target audience (Persona), understanding their (information) needs in the different stages of a buying decision (Buyers Journey) and then [planning. delivering and analyzing the results of those actions.  The "Buyers Journey" for a Sales site might be very different than the "Buyers Journey" for a no-charge magazine.  This article sheds some light on how they might differ and what that means to you, the Inbound Marketer.

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The Big List of Must-Attend Marketing Events of 2015 - Marketo

The Big List of Must-Attend Marketing Events of 2015 - Marketo | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Click through to access the links for each. 


Here's your list: (1) your MAP vendor show; (2) Forrester; (3) Sirius; (4) Gartner; (5) Dreamforce; (6) MarTech (there's an East Coast MarTech in August); (7) Pick 'em. 

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2015 Will Be the Year of Video Marketing - Profs

2015 Will Be the Year of Video Marketing - Profs | The Marketing Technology Alert | Scoop.it

Digest...


1. The play button will take center stage as the most compelling call to action on the Web

2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.

 

2. Video analytics and attribution will take the lead

Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.

 

3. Video will become a strategic tool for lead generation and qualification

Only video offers a reliable means of tracking actual engagement with content, and 2015 is the year that marketers will start to use these insights to their advantage.

 

4. YouTube will be a complement, not the focus

Though YouTube offers a very affordable solution for video hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn't offer the data and tools you need to turn video assets into valuable marketing tools.

 

5. Use of video analytics as part of marketing automation and CRM will increase

Although more than 70% of marketers report that video converts better than other content types, fewer than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to attract and engage their audiences, they'll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.

 

 

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iNeoMarketing's insight:

See #3: the revelation that video is the only content type that offers a reliable means to track actual engagement...that is so damn true. Starts, pauses, stops, shares, etc. all in one content piece.

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SceneSoleil's curator insight, December 21, 7:07 PM

"Marketing Strategy - Facts tell, but stories sell. And there is no better medium than video for storytelling. Here's what to expect from video marketing in 2015."

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21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Love #16. But where's the Persona question? The Calendar question? Click through for more background as well as to download Brenner's Content Marketing Strategy Framework.

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Raúl González Bofill's curator insight, December 20, 6:15 AM

21 preguntas para definir tu estrategia de Content Marketing

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How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

How to Run an A/B Test on Your Landing Page | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
How to Run an A/B Test on Your Landing Page by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

A/B...EVERYTHING!

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Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently

Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently | The Marketing Technology Alert | Scoop.it
In our latest Contently Labs, we answer a question we hear a lot from content marketers: How do I effectively drive high-quality traffic to my content through LinkedIn?


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iNeoMarketing's insight:

The whole post is a step-by-step guide for deploying LinkedIn Social Advertising for sponsored updates. Easy to follow.

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B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report

B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report | The Marketing Technology Alert | Scoop.it
While the role of digital marketing grows more prominent, in-person events continue to receive a significant portion of overall B2B marketing budgets. According to Forrester, trade shows still constitute the biggest line item on a B2B marketers budget, with nearly 20% of spend being committed to live events.
As a result, B2B marketers are turning to tools and metrics to help them track and analyze audience social and other behavior before, during and after events.
Tools such as DoubleDutch’s mobile/social solutions are designed with the intent of helping attendees get even more engaged while at an event, while also collecting information on what sessions they have attended, who they are interacting with and what they are saying about the event on social media.


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iNeoMarketing's insight:

MAP vendors have positioned themselves as the go-to-tool for trade show marketing, but MAP does not incorporate in-show activity by the attendee. This leaves open a space for other vendors to swoop in. That won't last, as the marketer needs only one database, so look to MAPs incorporating more functionality into their software in 12-14 months.

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The Marketing Automation Alert is curated content pertaining to marketing automation. From iNeoMarketing: a New Type of Marketing Agency for B2B Companies, focused on the implementation and management of B2B marketing automation. iNeoMarketing.com