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Customer Experience Matrix: Understanding Relationships Within the Marketing Technology Landscape | #TheMarketingTechAlert

Customer Experience Matrix: Understanding Relationships Within the Marketing Technology Landscape | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

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Scott Brinker, a.k.a. chiefmartec*, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. As Scott modestly writes, his classes present “a semblance of meaningful structure” with Internet and Infrastructure providing the foundations, Marketing Backbone platforms (major channel systems) managing most interactions, Marketing Middleware (including Customer Data Platforms) providing a connective layer, and Marketing Experiences and Marketing Operations systems offering specialized capabilities.


Showing the actual connections between system pairs has another advantage: it lets you represent the architecture as a formal graph, meaning you can compare architectures using standard graph analysis techniques. Even just counting the connections gives a useful measure of relative complexity.

The diagrams above illustrate this nicely: the top picture shows the same architecture as before, which has 14 system-to-system connections (out of 28 possible pairs, another useful metric, even though some wouldn't make much sense). The bottom picture shows the same systems with everything connecting through a central database: now there are only eight connections and several missing system-to-system links have been provided automatically. If you want a crude approximation of how much a central database reduces complexity (and hence cost), this is good place to start.

iNeoMarketing's insight:

That captures it, although it runs up against our grain to think of things as stacks.

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erika rosenthal's curator insight, January 15, 2014 9:57 AM

This is a superb diagram of systems working together and their interlaced intricacies. I am seeing so much about content marketing on the web (beyond this article which was well done) and am concerned that the emphasis may to too high on that one segment of marketing, content. There is also the creation of assets, the vehicles in which content flows, which have a presence where the customers may be looking. There's channel management, how much of the budgeting mix and time is devoted to each channel of communication, and let's not forget the creative part of marketing and the research and analysis that makes sense from otherwise chaos and drives business decisions. Utilizing all these tools enables the marketer to optimize the budget and build customer loyalty in the process. Hats off to Scott Martec who took a step in the right direction to create form and explain cross functional interdependencies. 

Michael Allenberg's curator insight, January 16, 2014 7:11 AM

Study this one intimately and then design your User/Customer Experiences!

Jason Hack's curator insight, January 20, 2014 3:13 AM
The Internet has created a medium that allows even the smallest of business to effectively market their services or products online. One industry that has seen great success in utilizes the Internet for marketing is the travel industry. Generating leads, creating excitement for travel and booking trips are only a few of the unique marketing opportunities that travel professionals can take advantage of. Travel Internet marketing is a growing field and one that all travel agents and industry professionals should take advantage of. With the net being free-for-all, there are a lot of potential threats out there and business owners should be conscious of this and plan accordingly. Before you begin looking for someone to help write the perfect internet marketing strategy, take a look at the look at a few of the disadvantages below. The first step is, obviously, a well designed website. Traditional travel marketing relied on glossy advertisements to generate excitement and leads. A well designed website takes the concept of the advertisements to the next level. A website filled with pictures, videos, articles, reviews and information is the perfect resource for anyone considering booking a trip. For this reason, travel professional are encourage to work with a Internet Marketing expert for all their website content needs. The cost of Internet marketing may seem steep, but when you consider the long term results of a strategy created by professionals, there is no better investment that a business owner can make. The results are undeniable and produce: ongoing growth and website notoriety, increased visitor counts and high conversion rates. Site owners wanting plans for Crazy Clickbank Cash advertising will always be seeking new and ingenious marketing methods. Not surprisingly, all business site owners want their ideas and efforts to get more internet traffic and increased revenue. Unfortunately, online marketing methods can be extremely costly, but you’ll find advertising and marketing ideas and methods that don’t cost a large amount of. You’ll find great marketing strategies and ideas that may get a sizeable degree of site traffic and revenue.
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Your Must-Read Marketing Technology Summaries, Curated Tuesday, 7/7/15

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


 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

___________________________________

About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at www.ineomarketing.com.

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VIDEO: The Science Behind the CMO: Actionable Analytics = More $$$

VIDEO: The Science Behind the CMO: Actionable Analytics = More $$$ | The Marketing Technology Alert | Scoop.it
Predictive analytics are changing the processes and daily decisions for many B2B marketing practitioners. But how can these next-gen capabilities lend themselves to the strategic responsibilities of a CMO? CMOs must consider how technologies powered by data science will enable them to become owners of customer insight and revenue accountability.
What are the primary pressures facing B2B CMOs today?
How do CMOs currently gather insight on their customers and the market?
What do CMOs need to implement to increase their contribution to revenue?
The definition of success varies. What metrics are essential for measuring long-term success?
What are the technology risks CMOs need to avoid?
iNeoMarketing's insight:

It's a 10 minute video behind a reg form. Consider it a mini-webinar, with a boat load of data. Note that its just Ms. Zener speaking into a camera (the closeup is weird).

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Mid-year media and marketing deals total $53.7B - FierceCMO

Mid-year media and marketing deals total $53.7B - FierceCMO | The Marketing Technology Alert | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

iNeoMarketing's insight:

No end in sight.

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What's Your #CX Strategy? - FutureLab

What's Your #CX Strategy? - FutureLab | The Marketing Technology Alert | Scoop.it

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:

GREAT outline for a CX strategy! This post delivers value.

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Marketers Increasingly Relying on Behavioral Research to Influence Decisions - Marketing Charts

Marketers Increasingly Relying on Behavioral Research to Influence Decisions - Marketing Charts | The Marketing Technology Alert | Scoop.it

"Some two-thirds of marketers currently use behavioral research (consumer behavior insights) to influence their marketing decisions, and almost 7 in 10 expect the use of behavioral data to grow over the next 3 years, according to a Millward Brown Digital study. Results from the survey also show that a majority are using audience measurement tools (61%), but that fewer have adopted marketing mix modeling (30%)."


Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.


iNeoMarketing's insight:

Yes it's B2C, but absolutely applicable to B2B.

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Five Ways Marketers Are Using Advanced Analytics - Gartner

Five Ways Marketers Are Using Advanced Analytics - Gartner | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing's insight:

Get your basic marketing analytics down before delving into advanced!

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Digital Marketing Battle Being Won with First Party Data (Study) - ClickZ

Digital Marketing Battle Being Won with First Party Data (Study) - ClickZ | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

iNeoMarketing's insight:

Of course there's better performance from your DB, but do not discount the use of customer data platforms to derive value from an outside data source.

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9 Step Social Media Audit for Improving LinkedIn Business Page Results - Top Rank Blog

9 Step Social Media Audit for Improving LinkedIn Business Page Results - Top Rank Blog | The Marketing Technology Alert | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

iNeoMarketing's insight:

This is an excellent LinkedIn "marketing" article: dive in and follow at least two of these recommendations.

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Matt Davis's curator insight, July 6, 8:29 PM

linkedin - tips to improve your page

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30 LinkedIn Sales Triggers | B2B Marketing Insider

30 LinkedIn Sales Triggers | B2B Marketing Insider | The Marketing Technology Alert | Scoop.it

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Your Must-Read Marketing Technology Summaries, Curated Monday, 7/6/15

Your Must-Read Marketing Technology Summaries, Curated Monday, 7/6/15 | The Marketing Technology Alert | Scoop.it

Quick note...


From segmentation based on demographics, to buyer personas, to predictive, to true personalization: that's the road for the MarTech professional. For outbound, it's the ability to take your database, apply a predictive algorithm, and personalize the interaction. And it's the ability to take a 3rd party database, apply a predictive algorithm and personalize the interaction. Strive for predictive personalization.


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


 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

___________________________________

About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at www.ineomarketing.com.

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Where is Martech now? - B2B News Network

Where is Martech now? - B2B News Network | The Marketing Technology Alert | Scoop.it
A year ago, saracastic commentors were issuing headlines like Analysts confirm: no one has any idea what’s going in Martech.

Unfortunately, current solutions aren’t delivering enough. A recent Forrester report found that 36% of social suite Martech solutions are “dissatisfied” with their product.  “Nearly 70% of social marketers believe it’s more effective to buy all of their social tools from a single vendor (i.e., a social suite) than to buy social point solutions from several vendors. But so far, this simply hasn’t proven to be an effective strategy,” the report reads.

Martech, though, is still tech and if anything is true it’s that even if current solutions aren’t making customers happy, there are emerging solutions on the rise that may change that.

Real-time reports, analytics at a glance and programmatic data are all coming together in new ways every day and that can only be good news for Martech.


Suffering from MarTech FOMO? We’ve got the cure. Contact us.

iNeoMarketing's insight:

Yes, it's getting much better, but we're not there yet, and frankly we'll never get there...just as it is with any technology. Code is not uniform, and they'll always be differences that need to be bridged.

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MRM is Dead. Long Live MRM - Gartner

MRM is Dead. Long Live MRM - Gartner | The Marketing Technology Alert | Scoop.it
As I’ve discussed before, the modern marketing machine now turns on two speeds: if speed one is the campaign rhythm, speed two is continuous. Speed two is personal and personalized, sense and respond. Speed two activities can’t be anticipated or planned weeks and months in advance.

Most MRM products were designed to a serve a speed-one marketing cadence where campaigns are the primary denomination of marketing planning and output—long-lead campaigns with bounded time frames and bounded scope and, perhaps most importantly, well understood requirements that allow for rigorous planning well in advance. In the methodologists’ parlance, more waterfall than agile.

The reality is that many MRM systems have become woefully out of phase with these two-speed realities. They also, it must be said, have a bit of a reputation as rigid, cumbersome and bureaucratic. Marketers may use these tools as a condition of employment—and sometimes with some degree of fear and loathing—but hardly as an expression of free will.


MarTech is the New Black. Get fashionable. Contact us to see how.

iNeoMarketing's insight:

MRM is anti-agile, but there's a definite need for an agile MRM. Where does this exist?

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The Forrester Wave: B2B Commerce Suites, Q2 2015 - Forrester

The Forrester Wave: B2B Commerce Suites, Q2 2015 - Forrester | The Marketing Technology Alert | Scoop.it
IBM, Insite Software, Intershop, hybris and Oracle Commerce play head-to-head. These five vendors go head to head in the majority of B2B commerce RFPs today. All five have proven, mature B2B commerce capabilities, a large installed base of B2B customers, and a focused product strategy for supporting B2B channels. Although each has its own merits, the total cost of ownership, time-to-market, geographical presence, existing vendor relationships and the strength of their respective implementation partner networks are increasingly influencing decision outcomes. All five of these vendors pack a heavy punch of leading B2B capabilities that in many cases represent a significant leap of maturity compared to the current operational B2B capabilities of prospective clients.


"CloudCraze, Magento (eBay Enterprise) and NetSuite offer competitive options. Each of these vendors has a strong offering in B2B, but all come with noteworthy caveats. CloudCraze is a native SalesForce application, and as such appeals to B2B firms standardizing their cloud infrastructure and applications on Salesforce.com. Magento offers a low-cost, highly customizable solution for firms that want to develop a B2B engagement platform without being beholden to complex solutions from the 'big 3' software firms. NetSuite appeals to mid-market B2B firms who are attracted by the ability to run B2B commerce, ERP and CRM on a single multi-tenant SaaS based architecture."


Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

iNeoMarketing's insight:

And you can pick up a complimentary copy from hybris:

https://www.hybris.com/en/downloads/analyst-report/forrester-wave-b2c-commerce-suites-2015/718 

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Introducing the Forrester Wave for Content Marketing Platforms - Forrester

Introducing the Forrester Wave for Content Marketing Platforms - Forrester | The Marketing Technology Alert | Scoop.it
Content marketing platforms are solutions that help marketing teams collaborate on a content strategy, orchestrate the numerous, concurrent streams of activity by content creators, curators, and distributors inside and outside of the company, and optimize downstream cross-channel distribution to key audiences.
iNeoMarketing's insight:

And you can pick up a complimentary copy for Percolate:

https://learn.percolate.com/forrester-wave-content-marketing-platforms-cmp-q2-2015-report/ 

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The Power To Predict Can Give B2B Marketers An "Unfair Advantage" - Forrester

The Power To Predict Can Give B2B Marketers An "Unfair Advantage" - Forrester | The Marketing Technology Alert | Scoop.it
Think about it! If anyone could consistently and accurately predict the future, then they would never make a bad business decision. And I think marketers – due to the nature of our profession – suffer more acutely from the need to make decisions where we can’t always anticipate the outcome with hardly ANY degrees of accuracy.  It’s marketing that John Wannamaker lamented when he talked about not knowing which half of his advertising dollars were wasted, right?

Predictive models can be very powerful and profitable, even if they just give you a small edge in determining which option to choose or path to take. Mike shows that by using a predictive model to narrow an audience (and reduce direct mailings from 1M to 200K) and to increase message relevance (and improve response rates by a modest 2%), direct marketers can achieve a nearly 6-fold increase in profitability on one hypothetical campaign. Now that's an advantage - unfair or not!


Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

iNeoMarketing's insight:

Predictive can deliver advantages beyond what could be earned from CRO.

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Data Management Platforms Point Marketers To Future Of Personalization - CMO.com

Data Management Platforms Point Marketers To Future Of Personalization - CMO.com | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

iNeoMarketing's insight:

Basic segmentation is replaced by persona-based segmentation, which is replaced by predictive-based segmentation and predictive-based reaction, which is replaced by personalization, supported by DMPs. Closing in...

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CMOs: Read This Before Choosing Your Predictive Marketing Solution

CMOs: Read This Before Choosing Your Predictive Marketing Solution | The Marketing Technology Alert | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

iNeoMarketing's insight:

Nice guidance, but not enough. How can you possibly compare predictive solutions against each other outside of actually using each one? The only thing you can rely upon? Testimonials and references.

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Why Video Is Crucial to Your Marketing Automation Strategy - Marketo

Why Video Is Crucial to Your Marketing Automation Strategy - Marketo | The Marketing Technology Alert | Scoop.it

"Video is on the rise. In fact, video will account for nearly 80% of all internet traffic by 2018, according to Cisco.

Just consider these high-performing video stats:

  • Emails with videos see 2-3x higher click-through rates
  • Landing pages with videos drive 80% more conversions
  • Leads who watch videos as part of their journey to close cost an average of 20% less


The days of video as solely a top-of-funnel, dare we say “fluffy” asset, have passed. With the intense focus on guiding buyers through the purchase process with valuable content and targeted nurture streams, as well as the development of video-based technology, marketing with video is a whole new ball game.

Video is one of your strongest marketing and demand gen assets. Not only can video help you generate leads directly with the help of email gates, pop-out CTA, and in-video forms, it can also be used to measure buyer interest and tailor content journeys accordingly. Just like you’d do with any other piece of content, your marketing automation platform is a key piece of the puzzle here to map content to the lead profile."


MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

iNeoMarketing's insight:

Not crucial, but an important part of your overall content mix.

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Content Marketing and Marketing Automation Convergence - CMO Essentials

Content Marketing and Marketing Automation Convergence - CMO Essentials | The Marketing Technology Alert | Scoop.it
Why should more marketers be combining and aligning their content marketing and marketing automation efforts? Because the Best-in-Class already are! According to recent content marketing research from the Aberdeen Group, 56% of Best-in-Class content marketers actively use marketing automation. The research shows these marketers generate higher marketing-attributed revenue, more qualified leads, and better content (in terms of driving conversions) than their peers. It’s not just that “all the cool kids are doing it,” however. Paired with the higher propensity for tracking and reporting among Best-in-Class content marketers – 66% report an ability to attribute lead sources to specific content assets, for example – the research shows that through marketing automation, content marketers have a technology-enabled process for measuring and optimizing their marketing activities across the board.


From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:

Do you need another reason?

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Infographic: The State of Marketing Automation Maturity - The Point

Infographic: The State of Marketing Automation Maturity - The Point | The Marketing Technology Alert | Scoop.it

Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.

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Marketing Chart: Salaries for digital marketing positions increase by 3% - Sherpa

Marketing Chart: Salaries for digital marketing positions increase by 3% - Sherpa | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

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B2B Lead scoring infographic - Smart Insights

B2B Lead scoring infographic - Smart Insights | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

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The Do's and Don'ts of Writing a Customer Case Study [Infographic] - Profs

The Do's and Don'ts of Writing a Customer Case Study [Infographic] - Profs | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

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Eight Powerful SlideShare Features You May Not Be Using [Infographic] - Profs

Eight Powerful SlideShare Features You May Not Be Using [Infographic] - Profs | The Marketing Technology Alert | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

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Optimal Image Sizes To Share On Social Media – Social Media Cheat Sheet [Infographic]

Optimal Image Sizes To Share On Social Media – Social Media Cheat Sheet [Infographic] | The Marketing Technology Alert | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                           

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