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8 Reasons To Master Customer Experience Ecosystem Mapping - Forrester | #TheMarketingAutomationAlert

8 Reasons To Master Customer Experience Ecosystem Mapping - Forrester | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Digest...


A customer experience ecosystem map is a visual technique that connects end-to-end customer processes to the ecosystem of employees, partners, capabilities, processes, technology, information and interfaces involved in delivering the experiences. Without these maps, companies regularly perform “blind-man-and-the elephant” exercises in which different silos of an organization see only parts of the customer’s experience related to their own jobs. A customer experience ecosystem map breaks down this tunnel vision to help systematically improve or re-design experiences to deliver value.

 

Customer experience ecosystem maps are evolved from service blueprints, which experience designers have used since at least the mid-80s. They essentially start with a customer journey map that depicts the experience a customer has in a scenario that describes the context and the outcome the customer seeks to achieve. But it doesn’t stop there. It continues to map the value stream responsible for delivering the experience.

 

Why bother with this exercise? Here are 8 reasons:

  1. Create empathy and a shared understanding of the customer experience.
  2. Improve communications and processes between front and back office. 
  3. Focus employees and partners on strategic activities.
  4. Identify duplicated capabilities that create inconsistency and waste.
  5. Identify low-cost fixes.  
  6. Make the business case for projects single departments couldn’t make.
  7. Prioritize funding for projects. 
  8. Reframe metrics.

 

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marketingIO's insight:

Click through for greater details on the 8 reasons. If you're not familiar with the whole Customer Experience movement, this is an excellent start.

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Victoria NAIBO's curator insight, November 3, 2014 4:07 PM

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Dynamic Search Ads are now more effective than ever - Google

Dynamic Search Ads are now more effective than ever - Google | The MarTech Digest | Scoop.it

"Dynamic Search Ads (DSA) help you reach people who are searching for your products and services—without the need for you to actively manage keywords or ads. Today we're introducing three improvements to DSA: page feeds, expanded ads and quality enhancements.


Page feeds give you additional control over your DSA campaigns to ensure only relevant products and services are shown to your customers. Simply provide us with a feed of what you want to promote and select the landing pages that you want to include in your auto targets. We’ll use this information to determine when your ads will show, and where to direct your customers to on your website.


Earlier this year, Search and Display campaigns fully transitioned to expanded text ads. Over the next month, we’re rolling out support within DSA campaigns for this expanded format. Longer headlines and description lines allow you to show more information about your business before people click your ad. When you create a new ad, use the expanded description field to provide deeper messaging that focuses on what consumers care about.


It’s important that your ads only show when they’re most relevant to what people are searching for. For example, if you're a baker in Palm Springs, your ads should only show to people who are looking for baked goods in Palm Springs. That’s why we’re always improving the effectiveness of our DSA campaigns. With our latest updates, advertisers are seeing on average an increase in conversion rate and a decrease in CPA."

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The Secret To Aligning Sales And Marketing? Make Pipeline The Shared Goal - Forbes

The Secret To Aligning Sales And Marketing? Make Pipeline The Shared Goal - Forbes | The MarTech Digest | Scoop.it
When marketers and salespeople are tasked with tightening the sales funnel and increasing conversions together, they have no choice but to cooperate. Reorient your teams toward pipeline growth in four steps:

1. Don’t point fingers.

2. Hold sales and marketing mutually accountable.

3. Implement account-based marketing.

4. Make product a part of the picture.
marketingIO's insight:

Still doesn't work. Why? The comp plan is uneven.

 

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B2B Marketing Technology Strategy and Resources for Small to Midsized Businesses - B2BMarketing.Technology

B2B Marketing Technology Strategy and Resources for Small to Midsized Businesses - B2BMarketing.Technology | The MarTech Digest | Scoop.it
B2BMarketing.Technology is designed to help marketing professionals—particularly in small-to-midsized B2B companies—make more strategic decisions about acquiring marketing technology (martech) tools and applications, by utilizing a framework that’s an extension of the established web presence optimization model.

marketingIO's insight:

New website.

 

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The AI Marketing Revolution Comes to Banking - The Financial Brand

The AI Marketing Revolution Comes to Banking - The Financial Brand | The MarTech Digest | Scoop.it
Early adopters in the banking industry are already taking steps in this direction. BNY Mellon has introduced robotic process automation into its operations to lower costs. While this initial deployment is really about how BNY can eliminate menial processes and free up more time for employees. After all, staff should have other value-add activities they can pursue that are more important than solving compliance consistency issues, right? The news from BNY was nonetheless a significant bellwether for the issue of AI in the financial industry.

The stance that banks like Deutsche and BNY take towards AI and automation is bolstered by cold hard facts and the harsh realities of managing the bottom line. According to a report from Citibank, the banking industry spends $270 billion — 10% of all operating costs — simply on compliance and regulation, and that’s largely for employees who need to tackle oversight issues. The report also estimates that banks in the US and Europe have also forked over another $150 billion in litigation and conduct charges since 2011. The report’s overarching conclusion? Regulatory technology (or “regtech”) is a massive opportunity in the banking industry.
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How ‘Flipping the Funnel’ Helped Calendly Hit Double Digit User Growth for 24 Months Straight - Kissmetrics

How ‘Flipping the Funnel’ Helped Calendly Hit Double Digit User Growth for 24 Months Straight - Kissmetrics | The MarTech Digest | Scoop.it
Traction is the #1 problem for most startup companies.

But not Calendly, who was able to ‘go live’ with thousands of beta users already in the pipeline.

Instead, their major hurdle was in making sure people not only converted but stuck around for the long-term, too. Increasing retention leveraged their network effects; empowering each existing customer to bring in brand new people.

So Calendly dove deeper into understanding what makes their customers tick. They lined up interview after interview. And used each new insight or tidbit of wisdom to better tailor their messaging.

Integrating their product into marketing automation use cases was one powerful example.
marketingIO's insight:

MUST read. Smart use of resources.

 

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The Skyscraper Technique, A Proven Framework To Boost Your Traffic - Inbound Rocket

The Skyscraper Technique, A Proven Framework To Boost Your Traffic - Inbound Rocket | The MarTech Digest | Scoop.it
The Skyscraper technique works as follows:

You start by researching popular trends, topics, and other substantially shared pieces of existing content around the themes that you’re typically covering. You can use BuzzSumo for this, for example. After you identified these pieces of content, you’re going to look for a new and unique way to create content that talks communicate a similar message… only with a twist.

That twist is to take what’s out there and blow it out of the water.

You can do this by making it longer, more up-to-date, better designed, more thorough. But whatever you do, it needs to tower above the competition.

After you had created your new and improved piece of content, you reach out to everyone that shared the original article (again BuzzSumo is perfect for this) to put your piece of content on their radar… and hopefully earn a link back to your content.
marketingIO's insight:

CT for the must-have details.

 

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Square Video vs. Landscape Video - $1.5K Worth of Experiments: Here's How They Compare - BufferApp

Square Video vs. Landscape Video - $1.5K Worth of Experiments: Here's How They Compare - BufferApp | The MarTech Digest | Scoop.it

"Video content is now widely accepted to be the best way to reach your audience. At the same time, social media content consumption is moving almost exclusively to mobile. Given this dramatic shift from desktop to mobile, businesses can thrive in 2017 and beyond by posting video content optimized for the mobile user.


One great way to optimize for the mobile user is through the creation and distribution of square video (1:1). As shown in this study, square and letterbox format outperformed landscape in just about every test we ran. With mobile news feed space at a premium, the more real estate on a user’s screen your content occupies, the better.


From a marketing standpoint, we’d recommend that you begin to experiment with creating square video for social media. To do so, you can use a product like Animoto. Animoto is a cloud-based, drag-and-drop solution, great for everyday marketing videos – and you don’t have to be a true video marketing professional to use it."

marketingIO's insight:

Now THAT'S proof!

 

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How to Use Google AdWords IF Functions to Customize Your Ads | SEJ

How to Use Google AdWords IF Functions to Customize Your Ads | SEJ | The MarTech Digest | Scoop.it
And here’s what it means:

  • {=IF starts
  • (device=mobile, specifies the visitor attribute to look for
  • “text to insert” is just that. The text you want to display to people who match that attribute.
  • ): closes the attribute customizations
  • “default text” also is that. The text you want to show up for all people who DON’T match the attribute.
  • } closes the IF Function
And that’s pretty much it!
marketingIO's insight:

EZ. CT for details.

 

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How to Get Started with Marketing Automation for Free — SitePoint

How to Get Started with Marketing Automation for Free — SitePoint | The MarTech Digest | Scoop.it
  • SalesAutoPilot
  • Jumplead
  • Leadsius
  • InTouch
  • Mautic
  • Open EMM
  • Customer.io
marketingIO's insight:

OpenEMM: probably the best if you want to maintain it on your own server.

 

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Socedo Plans to Add More Power to Social Intent Data for B2B Marketers - MarTech Series

Socedo Plans to Add More Power to Social Intent Data for B2B Marketers - MarTech Series | The MarTech Digest | Scoop.it
Socedo, an “intent data” provider for B2B businesses, has announced that it has raised $1 Million from Angel Investors, Divergent Ventures, Vulcan Capital and Techstars Ventures. The social media marketing technology provider intends to use the funding to grow its demand generation platform, with an enhanced focus on developing social web technologies for targeted audiences in the B2B ecosystem. With this, Socedo has managed to raise its seed funding to $2.5 million since its inception in 2012.

Socedo provides behavioral data from the social web to help B2B marketers improve all types of marketing activities and get more leads to their sales team.
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Time to buy: New gTLDs won’t get cheaper! - SEMrush

Time to buy: New gTLDs won’t get cheaper! - SEMrush | The MarTech Digest | Scoop.it
The new top domain names also offer new possibilities: A new opportunity to communicate the brand to everyone, a new opportunity to inspire the company employees, a new opportunity to show your company's authority in the market, etc.

Now is the time to secure your new exact match keyword gTLD domain names cheaply. Focus on your primary money keywords and buy them now before prices go up, or your competitors beat you to the finish line. New gTLDs are here to stay and it is commercially illogical not to prepare for the future if your company is doing well and is growing.
marketingIO's insight:

Be very careful with country domains and the registrar. Not all registrars are the same...some will hold you money for months.

 

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7 hot marketing certifications and how they pay off - CIO

7 hot marketing certifications and how they pay off - CIO | The MarTech Digest | Scoop.it
Certifications are a great way to reinforce your skills and expertise on your resume, but not all certifications are worth your time. See how these seven popular marketing certifications stack up, and how they'll impact your salary.
marketingIO's insight:

Presented in the form of a slideshow. Most if not all of us know about Pragmatic. I ignored the salary info.

 

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Google's Featured Snippets: How to Get Your Content to Appear - CMI

Google's Featured Snippets: How to Get Your Content to Appear - CMI | The MarTech Digest | Scoop.it
Here are a few simple steps I’ve used to create content that ranks in the snippets.

1. Create content specifically to answer questions. Provide in-depth answers.

2. Know the questions your readers are asking.

3. Create truly high-quality content.

4. Work to provide the best answer.

5. Use question-and-answer pages.
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What's Driving CMO Churn? - Chiefmarketer

What's Driving CMO Churn? - Chiefmarketer | The MarTech Digest | Scoop.it
Just 3.6 short years is now the average CMO journey, a report from Korn/Ferry found. The report takes a look at time spent and the age of C-suite roles.

With the knowledge that they only have a short amount of time to prove themselves, CMOs strategize short-term marketing initiatives to prove their worth, but that doesn’t necessarily benefit a company’s longer-term growth plans.

Another challenge for marketers is the difficulty meeting customer expectations despite being more connected than ever to consumers by a plethora of data accumulated across numerous online and offline channels. At the top of these data-driven efforts sits the CMO, with 78% of respondents to a recent CMO Council report saying the CMO should be in the drivers seat. But, only 7% report they can effectively deliver data-driven marketing engagements.
marketingIO's insight:

I've yet to see a study that correlates CMO tenure with digital sophistication.

 

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Your Must-Read MarTech Digest™, for Tuesday, 3/28/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Tuesday, 3/28/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

If you enjoy reading The MarTech Digest, then PLEASE retweet this: https://ctt.ec/14RpG 

 

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Marketers Might Already Be Your In-House AI Experts - Forbes

Marketers Might Already Be Your In-House AI Experts - Forbes | The MarTech Digest | Scoop.it
The bigger question is, can we look to marketing for examples of what AI can do to impact business beyond campaign automation and ad buying? I think so. Here are three examples:

Marketers can use chatbots to bring AI into the organization. 

E-commerce and media company marketers can use AI to to target content intelligently. 

B2B marketers can use AI/machine learning technology to improve sales and marketing without depending on IT. 
marketingIO's insight:

Still waiting for SFDC to co-opt AI.

 

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Structuring URLs for Easy Data Gathering and Maximum Efficiency - Moz

Structuring URLs for Easy Data Gathering and Maximum Efficiency - Moz | The MarTech Digest | Scoop.it
So where should we add folders to our URLs? I always ask the following two questions:

  • Will I need to group the pages in this template together? If a set of pages needs grouping I need to put them in the same folder, so we can identify this by URL.
  • Are there crucial sub-groupings for this set of pages? If there are, are they mutually exclusive and how often might they change? If there are common groupings I may want to make, then I should consider putting this in the URL, unless those data groupings are liable to change.
marketingIO's insight:

See the examples as a part of how to structure.

 

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Four Counterintuitive Sales Strategies To Increase Leads And Drive Revenue - Forbes

Four Counterintuitive Sales Strategies To Increase Leads And Drive Revenue - Forbes | The MarTech Digest | Scoop.it
  • Avoid hiring sales stars. 
  • Don’t slash prices. 
  • Ditch the extra incentives. 
  • Provide top-notch customer support. 
marketingIO's insight:

It's all about the Comp Plan and Sales Training. Nothing else matters.

 

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The Ultimate Link Building Guide - Social Media Explorer

The Ultimate Link Building Guide - Social Media Explorer | The MarTech Digest | Scoop.it
Chapter 1: How to Identify Your Competitors

  • How to Use Google to Identify Your Competitors
  • How to use Quora to identify your competitors
  • How to use NinjaOutreach to identify your competitors
Chapter 2: Tools for Getting Backlinks

  • How to use MozOSE to get Backlinks
  • How to use Linkody to get Backlinks
  • Other Tools You Can Use to Get Your Competitor’s Backlinks
Chapter 3: How to Find The Right Prospects for Link Building

What is Prospecting?
  • How to Qualify Leads
  • Spotting Quick Wins to Decrease Your Outreach Efforts
  • How to do Link Prospecting via Google Sheet or Excel
  • How to do Link Prospecting via NinjaOutreach
Chapter 4: How to Create a Kickass Template

  • Write an Interesting Email Subject Line
  • Write a Targeted Email Heading
  • First Section: Introduce Your Brand
  • Next Section: Deliver Your Pitch
  • Add Value And Make It Easier To Respond Positively To Your Email
  • Build A Relationship with Bloggers
Chapter 5: How to do a “Cold” Competitor Link Building Outreach

  • Via Manual Emailing
  • Via NinjaOutreach
  • The Case for Follow-up Emailing
Chapter 6: What to do with Other Opportunities

Chapter 7: Conclusion
marketingIO's insight:

Best we've seen. Bookmark it!

 

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Content Marketing and Customer Acquisition: How to Calculate Your CAC, CLV, and ROI - MarketingProfs

Content Marketing and Customer Acquisition: How to Calculate Your CAC, CLV, and ROI - MarketingProfs | The MarTech Digest | Scoop.it
CAC = Total Marketing Costs (TMC) / Total New Customers (TNC)

When measuring for content marketing, your TMC should include the cost of the content itself (what you paid the writer and/or graphic designer and/or video producer, your salary costs (how much did you pay your staff to publish, distribute, promote, and monitor, and the tech costs (the fees for the services, tools, and platforms used)



CLV [Historic] = (T1 + T2 + T3…+ Tn) * AGM

To find your (simple) predictive CLV—arguably the more valuable figure—try this formula:

CLV [Predictive] = ((T x AOV) * AGM) * ALM

...where T is the average number of monthly transactions, AOV is the average order value, ALM is the average customer lifespan in months, and AGM is the average gross margin.



ROI = (CLV - CAC) / CAC

So, a lifetime value of $200 with an acquisition cost of $50 yields an ROI of 300% [(200-50) / 50 = 3, or 300%].
marketingIO's insight:

The examples associated with each are key to greater understanding, so please CT.

 

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Now Is The Time For Marketers To Get Involved In Cybersecurity - Forbes

Now Is The Time For Marketers To Get Involved In Cybersecurity - Forbes | The MarTech Digest | Scoop.it
Here’s the situation in a nutshell. Marketing as a function is spending the most amount of money on technology according to 2016 research by IDG; more money than finance, engineering, sales and HR. This is a result of recent technology innovations that have allowed marketers to take advantage of data science to drive ROI and deliver more highly quality results for Sales. Many of those innovations have been delivered by companies who understand that marketing traditionally doesn’t get a lot of IT support, so many if not most of these are delivered as web-based or web-enabled applications. But we aren’t buying one application; we are connecting together say ten of these tools when we go through a new web launch for example. There’s a huge amount of pressure to go fast and we don’t always get the IT support we need, so we outsource, get parts from the company’s shared services, or create shadow IT.

So, there is lots of spending and tools being put together, using mostly cloud and some form of outsourced IT. Meanwhile, the IT security organization is busy protecting the enterprise’s core infrastructure. These teams are working really hard, but only 27% of enterprises say they actively monitor cloud-based infrastructure as part of their security strategy based on our research. And they absolutely can’t monitor and protect systems or applications they don’t know exist. So, who is looking at the security strategy for all of these marketing assets that we just spent all this money to acquire? Yes, security-conscious IT organizations will help us through a security audit for each vendor, but we are connecting the tools together with APIs and the connections are what is concerning. Remember, at some point, all that connects to CRM and ERP, so the modern marketing infrastructure with that marketing automation forms page, it’s a front door to sensitive information.

Realizing this, we as marketing leaders need to do all that we can to be more security-aware and partner with our CIOs and CSOs to be sure we have an end-to-end security strategies for our infrastructure.
marketingIO's insight:

Fascinating interview, and spot-on.

 

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10 Top B2B Marketing Metrics for 2017 - Kapost

10 Top B2B Marketing Metrics for 2017 - Kapost | The MarTech Digest | Scoop.it
1. Don’t just prove ROI. Improve It.

2. Align Sales and Marketing

3. Document Your Content Strategy Plan (and Know Your KPIs)

4. Measure the Health of Content Production

5. In 2017, Account-Based Marketing (ABM) Will Be the Key Metric for Measuring Marketing Success

6. Predictive Analytics Will Evolve

7. Customization is Key

8. Score

9. Use a Content Metrics Dashboard

10. Ramp Up Measurement of Mid and Late-Funnel Engagement
marketingIO's insight:

It's a start of a list. You know what you need.

 

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How to Blast Away the Top 15 Conversion Roadblocks on Your Website - QuickSprout

How to Blast Away the Top 15 Conversion Roadblocks on Your Website - QuickSprout | The MarTech Digest | Scoop.it
1. Slow load time

2. Wrong color scheme

3. Confusing navigation

4. Cluttered design

5. Crappy imagery

6. Excessive options

7. Missing or hard to find contact info

8. Spelling/grammatical errors

9. Stale content

10. Crazy salesy copy

11. No social proof

12. No trust elements

13. Annoying sign-ups

14. An arduous checkout process

15. No A/B testing
marketingIO's insight:

Definitely CT for examples and how to solve.

 

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14 Factors Impacting Your Website Load Speed | MarTech

14 Factors Impacting Your Website Load Speed | MarTech | The MarTech Digest | Scoop.it
Domain Resolution 
Database Optimization 
Load Balancing 
Page Requests 
Page Caching 
Header Requests 
Page Elements 
Content Delivery Network
Compression
Lazy Loading 
Hosted Libraries
Asynchronous Loading 
Mobile Optimization 
Video Formats
marketingIO's insight:

CT for an explanation to each. Add to it: parallex.

 

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15 Twitter Tools Guaranteed To Improve Your Social Media Marketing Strategy - Digital Information World

15 Twitter Tools Guaranteed To Improve Your Social Media Marketing Strategy - Digital Information World | The MarTech Digest | Scoop.it
1- Buzzsumo     
2- Socialquant
3- Postplanner
4- RiteTag
5- Klear
6- Mention
7- Sprout Social
8- Twitonomy
9- Zoomph
10- Simply Measured               
11- Tweroid
12- IFTTT
13- TweetDeck
14- SocialOomph  
15- Tweet Jukebox
marketingIO's insight:

Nothing is guaranteed. BTW: TweetDeck may go to pay versions.

 

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