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E-commerce Eye Candy - Landing Pages Work [Infographic] - Building Keystones | #TheMarketingAutomationAlert

E-commerce Eye Candy - Landing Pages Work [Infographic] - Building Keystones | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
This infographic from ion interactive teaches us to use custom landing pages to influence your site visitors to make a purchasing decision in your favor.

 

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marketingIO's insight:

Between ion and Unbounce, I don't know who's the bigger brain when it comes to landing pages.

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Lee Tonitto's curator insight, December 17, 2013 4:53 AM

Landing pages really work delivering leads, sales and campaing ROI

AlGonzalezinfo's curator insight, December 17, 2013 1:50 PM

Wow, busy but very informative.   Need to pay attention to the landing page!

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5 Real-Life Popup A/B Tests That Will Help Boost Your Conversion Rate - Crazy Egg

5 Real-Life Popup A/B Tests That Will Help Boost Your Conversion Rate - Crazy Egg | The MarTech Digest | Scoop.it
I’ll share 5 popup AB tests which can make a difference for your future and existing campaigns (spoiler: one of our customers almost tripled the number of emails they collected with a simple test).
marketingIO's insight:

Your results will vary, but this is a great place to start.

 

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LinkedIn for Business: The Ultimate LinkedIn Marketing Guide - Social Media Examiner

LinkedIn for Business: The Ultimate LinkedIn Marketing Guide - Social Media Examiner | The MarTech Digest | Scoop.it
Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use LinkedIn profiles, video, ads, analysis, and more for business.

marketingIO's insight:

A complete collection! Start here.

 

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Marketing Spending Recedes As CMOs Are Challenged To Deliver Results - Gartner

Marketing Spending Recedes As CMOs Are Challenged To Deliver Results - Gartner | The MarTech Digest | Scoop.it
And these challenges are reflected in the findings of this year’s CMO Spend Survey:

CMOs have pulled-back on the proportion of budget allocated to martech, falling from 27% of the marketing budget in 2016 to 22% in 2017.
Marketing analytics investments represent the single biggest area of investment, taking 9.2% of budget in 2017, but questions abound regarding how well aligned analytics efforts are to delivering strategic measures to CMOs.
CMO’s relationships with CFOs are uneasy, not surprising when half CMOs still use basic techniques to build their budgets, rather than modelling the returns that their budget will deliver.
marketingIO's insight:

I've been warning about this for years: without attribution, without ROI, the CMO is standing on thin ice.

 

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The future of the marketing platform ecosystem is now - Diginomica

The future of the marketing platform ecosystem is now - Diginomica | The MarTech Digest | Scoop.it
What does a successful platform company look like?

You want to create a lovable platform, said Brinker. One that developers and customers alike love working with. Your business vision might be to build a platform that helps you grow your customer base, or grow revenues, but if the right foundation isn’t put in place, then Brinker said all those things are difficult to achieve.

There are a few ingredients that go into a lovable platform according to Brinker. The first is that it’s the platform’s responsibility to create an attractive market for third-party developers. It must be a large market, and it must have unmet needs. Here he noted that HubSpot is in this position. It has 34,000+ installs and a large expanding base. It also has unmet needs, one of which is video.
marketingIO's insight:

It has to be integrated: no other choice. So what path do you take?: the all-in-one, the platform, or the Zapier/IFTTT based stack?

 

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How Common Is Account-Based Marketing Among B2B Organizations? - eMarketer

How Common Is Account-Based Marketing Among B2B Organizations? - eMarketer | The MarTech Digest | Scoop.it
Other surveys conclude that although a minority have implemented an ABM approach so far, a bigger percentage of respondents intend to use it in the immediate future.  More recent findings from Econsultancy and Act-On show that while just 20% of global B2B marketers polled in May 2017 reported using ABM as a marketing automation method, another 53% had plans to use it soon.

However, two other studies reveal more conservative figures: A Q4 2016 Marketo survey found that just 34% of marketers in North America said they have adopted ABM; a March 2017 Leadspace survey, commissioned by the Martech Industry Council, found only 25.5% of US B2B marketers using ABM as a marketing technology.
marketingIO's insight:

Bottom-line: ABM is a shift in SALES strategy, and like an oil tanker, it takes a while to turn in a different direction. Just think of the comp plan change that needs to take place.

 

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Debunking the US Tech Talent Shortage · Forrester

Debunking the US Tech Talent Shortage · Forrester | The MarTech Digest | Scoop.it
1) US businesses are adding tech jobs at a fast pace. Coveted professions, such as application developer and security specialist, have seen impressive annual average job growth rates above 7% over the last five years. Professions related to the management and analysis of tech systems have grown at CAGRs above 3%. Both rates are well above the national average of 1.9%.

2) Tech wage growth has been lackluster—indicating that competition for talent is reasonable. Despite the large number of tech jobs added to the US economy, the average annual growth of mean wages for most high-demand tech professions has been below 3%. This is not too far off the national average of 2.0%, and considerably less than other non-tech professions that are in high demand, such as credit analyst (4%), pharmacy aides (4.9%), and personal financial advisor (7.9%).

3) The growth of tech graduates has been outpacing that of tech jobs. Graduation data from the US Department of Education indicate that the number of individuals graduating with tech-related degree and diplomas has been growing faster than the number of new US tech jobs.
marketingIO's insight:

Overall, yes. But delve into specific regions, and you may find a different story.

 

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Why Inbound Marketing Alone Likely Won’t Work Anymore - Relevance

Why Inbound Marketing Alone Likely Won’t Work Anymore - Relevance | The MarTech Digest | Scoop.it
The ideal scenario for a company is having maximum domain authority with little to no content surplus within its industry. The worst-case scenario for a company is having minimal domain authority and maximum content surplus within its industry. In this scenario marketers can’t just rely on inbound marketing, but must use earned and paid media, too. Thus, increasing the amount of time, energy, effort and budget required to gain the visibility necessary to be successful online.

In this scenario it’s much more likely that a company’s industry is in a state of content surplus. This is where the amount of content on the internet for the industry exceeds the average domain authority for said industry. It also means that there is more content on the internet than people looking for that content to solve their problems.

Industries come and go every day in this world. As a result, there will always be industries in a state of content deficit or surplus. We must have a strategy that taps into owned, earned and paid media – combining both inbound and outbound. Since most of inbound marketing content is considered top-funnel, helpful and “non-salesy,” our efforts should rely on those channels and methodologies that help drive visibility to said content.
marketingIO's insight:

In other words, too much content. Agreed! Way too much content floating out there, some of it incredibly crappy. Everyone has a megaphone and they're using it.

 

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Marketers failing at personalization - Advertising - BizReport

Marketers failing at personalization - Advertising - BizReport | The MarTech Digest | Scoop.it
Despite the wealth of customer data available - or perhaps because of it - marketers continue to struggle with personalization. That's the word from Sitecore; their global study finds that while most (79%) marketers believe personalization is a priority, they continue to struggle in analyzing data and putting it to use.
Perhaps more dangerous - consumers already believe there is bad personalization out there. They believe brands are using out-dated information (59%) or that brands 'make assumptions' about what customers want (54%).
marketingIO's insight:

Without the tools, you just can't personalize. Now, if you have the tools, or you have an ABM-centric strategy, then it's on you.

 

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Should You Share Social Media Posts Multiple Times? - CoSchedule Blog

Should You Share Social Media Posts Multiple Times? - CoSchedule Blog | The MarTech Digest | Scoop.it
Should you share the same social media content multiple times? We're here to settle this debate once and for all with real data and actionable advice.
marketingIO's insight:

Obviously, your degree of success is a function of your tweet's relevancy to your followers.

 

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Marketo® Delivers New AI-Powered Personalization and Account-Based Insights to Fuel Marketing and Sales Success

Marketo® Delivers New AI-Powered Personalization and Account-Based Insights to Fuel Marketing and Sales Success | The MarTech Digest | Scoop.it

"Marketo, Inc., the leading provider of engagement marketing software and solutions, today unveiled a suite of new and enhanced solutions that give marketers and sellers cross-channel personalization, enhanced email analytics, and account-based insights to engage more effectively with their customers. This latest product release reinforces the company's commitment to delivering the best solutions for marketers and sellers to win in the Engagement Economy.

Marketo's new analytics and insights offerings include the following:

  • Account Insight is designed to strengthen the partnership between sales and marketing teams around account-based marketing (ABM) strategies by focusing sellers on the best accounts to target and giving them real-time insights into how and when a prospect is engaging with their brand in order to tailor follow-up interactions.
  • Email Insights Enhancements allow marketers to drive greater value from Marketo's Email Insights solution through new ways to prepare, analyze, and share email campaign performance with marketing leaders.
  • Integration with Facebook Offline Conversions Enhancements allows marketers to map additional Marketo customer journey stages to Facebook offline conversion stages, so marketers can further optimize their ad spend based on more meaningful actions and insights into the customer journey."
marketingIO's insight:

FYI...

 

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5 Ways Collaboration Can Boost Your Martech Stack Performance - MarTech Advisor

5 Ways Collaboration Can Boost Your Martech Stack Performance - MarTech Advisor | The MarTech Digest | Scoop.it
Having a great set of martech tools alone doesn’t guarantee marketing success. It’s about how you’re able to weave the spirit of collaboration through all the stakeholders in the team so that they can use the tools and its outputs meaningfully, for better decision making, better innovation, and better outcomes. The first requirement is the development of ‘the collaborative culture’ and second is having the enabling collaborative tools to actually support the culture. This combination of intent and tools can differentiate how one organization leverages their martech stack over another as well as create value around the outcomes and the team.
5 ways collaboration impacts martech stack effectiveness, competitiveness, and RoI
1. Takes data and conversations out of silos
2. Omni-channel marketing
3. Meaningful stakeholder alignment
4. Marketing ops and contextual decision making
5. Project management and Agility
marketingIO's insight:

Put it another way: there needs to be an alignment with Sales, Tech, Marketing Resources.

 

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How to Use Personalization to Shorten the B2B Sales Cycle - Marketing Profs

How to Use Personalization to Shorten the B2B Sales Cycle - Marketing Profs | The MarTech Digest | Scoop.it
Here are five tips.

1. Talk to the customer and listen

Ask how they do things to achieve a goal, and look for gaps. Listen more than you speak. If you can't talk to the customer, listen in on sales calls.

2. Lean on your sales team

They are closest to the customers, and no one knows customers better. Work with Sales to understand customer pain points, challenges, and other information you can use to personalize content and marketing programs.

3. Send third-party content

It's not just about you: If you want to build a relationship, don't just send stuff about yourself—especially during the trust-building phase. You want to appear helpful and resourceful, so the more content you send that's not about you, the better.

4. Treat everyone like a buyer

Companies doing account-based marketing (ABM) are identifying these people through back channels and networking. Thus, everyone has to be treated like a potential buyer. If you think someone is in a large account you're targeting, you have to lay out the red carpet and make them feel like everything is there just for them—the content you're sending, the messages on the website, etc.

5. Use technology to support personalization

The ability to interact with people in a personalized way at scale is driven by tech, and there are tools that can help with many pieces of the job.
marketingIO's insight:

Especially #3. Yes, utilize the right technology to personalize, but the thing to personalize is the curated content you're sending.

 

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3 Facebook Ad Tools for Better Targeting - Social Media Examiner

3 Facebook Ad Tools for Better Targeting - Social Media Examiner | The MarTech Digest | Scoop.it
#1: Reveal the Employers and Quality of Leads Who Click Your Facebook Ads

Leadfeeder links up with your website data to show you two key things that Facebook Analytics don’t. First, after people click through from your Facebook ads, Leadfeeder can show you the companies where those people work.

#2: Analyze Facebook User Behavior on Landing Pages

To measure scroll depth, you can use Crazy Egg’s scroll-depth measurement tool. Crazy Egg offers a free 30-day trial and plans start at $9 per month. Alternatively, build scroll-depth tracking into your Google Analytics if you have some coding experience.

#3: Determine the Most Lucrative Facebook Customer Segment

To figure out Customer Lifetime Value with Salesforce, first use Zapier to integrate your Facebook lead ads with Salesforce. (Zapier offers a free version for personal use, as well as paid plans.) With this integration, Salesforce automatically updates with any lead information captured on Facebook.
marketingIO's insight:

I use Leadfeeder, and as most tracking apps, it gives you the company. It's then on you to identify contacts within the company and then reach out individually.

 

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Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog

Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog | The MarTech Digest | Scoop.it
Focus on the Customer Journey

Hyper-Personalization and Account-Based Marketing

A Greater Focus on Predictive Analytics
marketingIO's insight:

DMPs should be number 1.

 

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The four habits of successful data-driven marketers - Econsultancy

The four habits of successful data-driven marketers - Econsultancy | The MarTech Digest | Scoop.it
So what do successful data-driven marketers do that others may not?  

1) They obsess about data management

2) They test hypotheses to get insights

3) They stick to one attribution model

4) They insist on transparent agency relationships
marketingIO's insight:

Science! (where's Thomas Dolby when we need him?)

 

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[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive

[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive | The MarTech Digest | Scoop.it
The survey was conducted in May 2017 by Liana Technologies.
marketingIO's insight:

Choice not offered: fear of failure.

 

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12 Perfect Video Types for the B2B Customer Lifecycle -  Digital Information World

12 Perfect Video Types for the B2B Customer Lifecycle -  Digital Information World | The MarTech Digest | Scoop.it
12 Perfect Video Types for the B2B Customer Lifecycle -
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Six Key Areas That Should Drive Portfolio Marketing’s Agenda in 2018 - SiriusDecisions

Six Key Areas That Should Drive Portfolio Marketing’s Agenda in 2018 - SiriusDecisions | The MarTech Digest | Scoop.it
  • "Clarify the role of portfolio marketing in go-to-market execution. 
  • Understand buying groups. Buying groups are formed to address an organization’s needs and are characterized by the different personas involved. It’s not enough for portfolio marketers to provide insight on just the primary buyer personas. 
  • Leverage needs dimensions in messaging. High-performing marketers develop messaging that creates a strong emotional connection while highlighting business and personal value.
  • Take a strategic approach to launch. Successful launches are carefully planned to align with existing campaigns and the organization’s goals and objectives for each audience segment.
  • Close the sales knowledge gap.
  • Establish portfolio marketing’s range of responsibilities."
marketingIO's insight:

Straightforward guidance. 

 

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Traditional Marketing Automation Is Shortchanging Its Customers - MediaPost

Traditional Marketing Automation Is Shortchanging Its Customers - MediaPost | The MarTech Digest | Scoop.it
However, this old model doesn’t effectively engage modern consumers. In fact, according to a survey from Oracle, about four out of five marketers report that their email open rates don’t exceed 20%. In addition, 79% of marketing leads never convert into sales, which is most likely due to a lack of effective lead nurturing.

These alarming statistics suggest that the traditional models of lead nurturing through email marketing automation campaigns are no longer enough to help move leads further down the marketing funnel. If marketers want to reach and nurture more leads, more effectively, they will need to think beyond the inbox. There is a need for deep media nurturing through other channels that can better reach and engage a company’s target audience. By using marketing automation more purposefully, marketers can improve their lead nurturing and help convert more leads into sales.
marketingIO's insight:

And thus the importance of retargeting. Amiright?

 

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How machine learning levels the SERP playing field - Search Engine Land

How machine learning levels the SERP playing field - Search Engine Land | The MarTech Digest | Scoop.it
Here are a few methods SEOs should be using to keep current with the evolving environment:

1. Improve user experience

To ensure your web pages deliver good user signals, you must create a solid UX foundation. This means providing thematic continuity across your web pages, creating high-quality and relevant landing pages, using engaging images, offering interactive content, delivering fast page speed and developing an organized internal linking structure.

2. Embrace thematic continuity

We began focusing on creating more seamless hierarchical structures that leverage semantically linked keywords and topic clusters to promote an awesome UX. As opposed to simply creating content with a limited keyword focus, we focused on ranking our clients’ most important pages. HubSpot refers to this exciting new practice as “topic clusters.” 

3. Employ natural language

Perhaps the best way to optimize for an artificially intelligent search world is to optimize for voice search, as opposed to text search. Research has also shown that people searching by voice, rather than text, are more likely to use search phrases from four to nine words in length. This means you need to optimize for long-tail keyword phrases — which are usually longer in length — and page copy that is more representative of natural language. 

4. Personalize the buyer’s journey

This technology is still in its infancy, but we can also apply machine learning technology and data mining to personalize touch points along the buyer’s journey. Customer journey mapping can be used to build out buyer personas and personalize marketing touch points to maximize conversions and sales.
marketingIO's insight:

Brilliant article that provides a path for you to consider for 2018 and beyond.

 

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Top 5 Tools to Manage Social Media Accounts | G2 Crowd

Top 5 Tools to Manage Social Media Accounts | G2 Crowd | The MarTech Digest | Scoop.it
With help from a social media management platform, you can let your voice be heard and your brand be seen.
marketingIO's insight:

Zoho? I have to look into that further.

 

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After Spending $44K on Facebook Ads, Here's How I Manage A Low CPA and 10x ROAS - Nic M Rayce

After Spending $44K on Facebook Ads, Here's How I Manage A Low CPA and 10x ROAS - Nic M Rayce | The MarTech Digest | Scoop.it
Facebook Ad Guide – Tip #1: Before Creating Your Targeting Settings, Create Customer Personas That Have Proven Sales Track Records

Facebook Ad Guide – Tip #2: Ensure You’re Not Targeting Too Broad Or Too Niche, What’s The Sweet Spot To Get You The Best CPA?

Facebook Ad Guide – Tip #3: If You’re On A Tight Budget, Run Remarketing Ads Rather Than Focusing On Acquisition Ads

Facebook Ad Guide – Tip #4: Do Not Ever Give Up On Testing New Segments On Facebook Ads!

Facebook Ad Guide – Tip #5: Setup Automated Rules To Switch Off Failing Campaigns

Facebook Ad Guide – Tip #6: Set Automated Rules To Combat Ad Fatigue

Facebook Ad Guide – Tip #7: Make It A Habit To Check Your Pixel Daily
marketingIO's insight:

A few disclaimers are included in the post.

 

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7 Free PowerPoint Alternatives to Level Up Your Presentations - Capterra

1. Google Slides

2. Keynote

3. LibreOffice Impress

4. Prezi Basic

5. SlideDog

6. Slides

7. WPS Office Presentation
marketingIO's insight:

Hands down: Prezi. Start there.

 

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80% Of Enterprises Are Investing In AI Today - Forbes

80% Of Enterprises Are Investing In AI Today - Forbes | The MarTech Digest | Scoop.it
80% of enterprises already have some form of AI (machine learning, deep learning) in production. 30% of enterprises are planning on expanding their AI investments over the next 36 months These insights are from the Teradata and Vanson Bourne study State Of Artifical Intelligence For Enterprises.
marketingIO's insight:

The relevant word is "Enterprises." Fascinating that improving customer experience is driving the Enterprise.

 

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How to Create the Ultimate Facebook Business Page | WordStream

How to Create the Ultimate Facebook Business Page | WordStream | The MarTech Digest | Scoop.it
Pages are one of the most important online properties that you can plant your flag on. They’re a necessary tool for businesses operating in the 21st century. They also have a boatload of moving parts, which is a nice way of saying that creating a business page can be a major pain in the ass.

See all those red squares? Some would call them headaches: I’ll call them opportunities.

Today, we’re going to tackle the challenge of making a great Facebook page for your small business.
marketingIO's insight:

It's an excellent step-by-step plan to building out your FB business page.

 

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