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5 essentials of a Marketing Resource Management Solution key to implementing Brand Content Plans - Wedia Group | #TheMarketingTechAlert

5 essentials of a Marketing Resource Management Solution key to implementing Brand Content Plans - Wedia Group | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Digest...


5 specific aspects of a MRM solution essential to implementing and managing Brand Content.

 

1. Plan and monitor production
What are the issues to be addressed? Who is responsible? Which media will be published? These questions become even more crucial when one aspires to real time marketing, which itself can be managed by the editorial planning module of a MRM solution.

 

2. Organize and share content

A solid content management module, a core component of MRM solutions, guarantees the effectiveness of contributors who can work more quickly and instantly find the sources or digital elements they need.

 

3. Collaborate more effectively and speed up approvals

The collaborative features of a MRM platform allow one to:
-replace a series of e-mails by online comments shared by all,
-formalize workflow and approval exchanges between involved parties,
-trigger notifications at each step of the process.

 

4. Localising content in an international context

A MRM solution is particularly interesting in this distributed marketing context:

  • automatic creation of multilingual versions of content with automatic pre-translation where appropriate,
  • notification of subsidiaries when master content is approved,
  • management of workflow, translation, and approval,

 

5. Publish all media
How can one publish content on all target media (social networks, intranets, websites, blogs, print publications, etc.).? How can one have an overview of all created and disseminated media?
A MRM solution addresses these needs in two ways:

  • by offering its own publication modules, whatever the channels (web2print, web and mobile publishing, emailing, etc.),
  • by interfacing with other solutions via links

 

____________________________________________________

FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!

 

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marketingIO's insight:

A bird's eye view of some of the capabilities offered by MRM. At some point, some MRM functionality needs to get into the MAP.

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Your Must-Read MarTech Digest™, for Friday, 6/24/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 6/24/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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The Mathematical Reason SEO Is the Best Long-Term Marketing Strategy - Profs

The Mathematical Reason SEO Is the Best Long-Term Marketing Strategy - Profs | The Marketing Technology Alert | Scoop.it
There's one advantage that SEO has over potential contenders; it features exponential growth in multiple areas.

  • Ranking. If your content is valuable, it will continue to earn links indefinitely, gradually increasing its individual page rank, and consistently moving it closer to the top spots for relevant queries. In parallel, new articles you create will evolve along similar lines, ultimately multiplying your growth in terms of total search rank.
  • Readership. As you start publishing content more consistently and syndicating it on higher-profile channels, your readership will grow from almost nothing to larger and larger levels. If you're dedicated enough, eventually you'll get to a point of popularity that allows you to cumulate new readers simply because you have so many readers.
  • Referral traffic. Every inbound link you build that points to your site passes domain authority, increasing your rank, but those external posts never really go away. That means those links are capable of sending new referral traffic your way for the indefinite future. So, the more links you build, the bigger the effect will be.
  • Visibility. Overall visibility will come to you through many channels, including the new publishers you build relationships with, the influencers you engage with, and the social media followers you attract. Each new point of visibility gives you new directions for growth, giving you a never-ending path to improvement.
marketingIO's insight:

CT for the mathematical reasoning.

 

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What We Learned by A/B Testing a Personalized Homepage - Optimizely

What We Learned by A/B Testing a Personalized Homepage - Optimizely | The Marketing Technology Alert | Scoop.it
After patiently waiting for the results to come in, it became clear to us that the homepage had not brought our conversion rates crashing down, a relief to everyone on the team. We waited one month for the results to reach >99% statistical significance on each goal we measured, though some had such drastic improvements that we knew much earlier. Here are the results from the personalized homepage:

  • 1.5% increase in engagement
  • 113% increase in conversions to Solutions page
  • 117% increase in conversions on “Test it Out” CTA to start account creation process
  • Lead conversion rate remained the same
marketingIO's insight:

More conversions. Done.

 

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The 176 Best Marketing Tools List – TrackMaven

The 176 Best Marketing Tools List – TrackMaven | The Marketing Technology Alert | Scoop.it
This list includes software in the categories of marketing tools:
  • Advocacy and Influencer Marketing
  • Analytics and Attribution
  • Collaboration
  • Content Creation and Syndication
  • Content Optimization
  • Customer Success, Reviews, and Community Building
  • Design
  • Lead Nurturing and Marketing Automation
  • Events
  • Market Analysis
  • Outreach
  • Project Management
  • Social Media Marketing
  • Website Management
marketingIO's insight:

Another excellent compilation.

 

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Marketing departments found to be worst for long, unproductive meetings - BizReport

Marketing departments found to be worst for long, unproductive meetings - BizReport | The Marketing Technology Alert | Scoop.it
According to Wisembly's study, more than a third (36%) of meetings in the workplace are considered unproductive, with the marketing department the worst culprit. The study of 500 professionals found that marketing department personnel spend over 13 hours a week in meetings, with each meeting lasting an average of 1 hour, 42 minutes - 35 minutes longer than the average across all departments (1 hour, 7 minutes).
Worse still, the research reveals that, more often than not, meetings did not meet their objectives with 50% of meetings being used to decide that another meeting should be scheduled.
marketingIO's insight:

UK-based study, but everyone can relate. Too much BS'ing, not enough agenda, and lots of soft-data justification. #stoptheinsanity

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Microsoft’s Acquisition Of LinkedIn Will Not Translate Into A Revolution Of Enterprise Social Networking - Forrester

Microsoft’s Acquisition Of LinkedIn Will Not Translate Into A Revolution Of Enterprise Social Networking - Forrester | The Marketing Technology Alert | Scoop.it
There are some aspects that I consider important when discussing the implications of the tie-up:

  • LinkedIn's status of trusted independent platform for professional information exchange could be undermined. 
  • Microsoft must be much faster to decide on LinkedIn's strategy than it did with Skype. 
  • Microsoft must redouble its mobile efforts. A large part of LinkedIn users’ activities are mobile based. Microsoft's weak position in mobile ecosystems could dramatically undermine LinkedIn's longer-term opportunities.
  • Integration could mean exclusion and run counter to efforts to enhance open collaboration. Open APIs could ensure that LinkedIn could be integrated into Microsoft’s collaboration platform without having to be fully owned by Microsoft. Moreover, it is not clear if “integrated” personal professional information will be available only to users of Microsoft office tools. What happens to the user experience if you come to a client that is using Google for Work?
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[FREE]: Experience Remarkable Planning Accuracy With New Growth Hacking Tool - marketingIO

[FREE]: Experience Remarkable Planning Accuracy With New Growth Hacking Tool - marketingIO | The Marketing Technology Alert | Scoop.it

With the NEW Marketing Pipeline Modeler from marketingIO, you'll pinpoint your lead generation objectives with ease. Just input a few variables, and you'll have the starting point for your strategy:

 

  • You'll see how many inquiries you need each month and when you need to generate those inquiries.
  • You'll know the required size of your sales pipeline each month so that you can hit your revenue targets.
  • You can change any variable so that you can fine-tune your desired output.
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An HTML Cheat Sheet - Lifehacker

An HTML Cheat Sheet - Lifehacker | The Marketing Technology Alert | Scoop.it
Whether you’re learning HTML or you’re a practiced hand and need a refresher, this HTML cheat sheet gives you a quick reference for commonly used tags, what they do, how to use them, and examples of how they work.
marketingIO's insight:

For your reference...

 

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9 Tools To Help You Build A Better Bot - InformationWeek

9 Tools To Help You Build A Better Bot - InformationWeek | The Marketing Technology Alert | Scoop.it
Is the current crop of bots smart enough to be useful to companies? For a variety of commercial applications, like ordering things or some kinds of customer support, the answer is yes, sometimes. But proceed with caution. Voicemail became "voice jail" because automated call-handling technology infuriates people with its stupidity.

What's more, there's an obvious disconnect between saying, "Your call is very important to us," and demonstrating how the call is not important enough to hire human support staff. Bots that fail to understand what people are saying, or demonstrate disinterest in a positive customer experience, run a similar risk.

What follows are nine of the better bot platforms presently available. There will probably be many more, provided bots don't get dragged down by the worst impulses of advertisers, which will prompt people to tune them out.
marketingIO's insight:

CT for the 9. Don't get a cut on the bleeding edge.

 

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How CIOs can improve B2B social marketing - CIO

How CIOs can improve B2B social marketing - CIO | The Marketing Technology Alert | Scoop.it
  • CIOs can amplify the conversation throughout the C-suite and provide specific examples of how quality social marketing programs benefit the business.
  • CIOs can assume leadership roles by communicating best practices to roll out and support social marketing initiatives, as well as how to measure progress. 
  • CIOs should ensure that social engagement platforms effectively link back to enterprise systems of record, to provide a comprehensive view of the accounts and contacts that enable contextual outreach.
  • CIOs should partner and collaborate with their marketing counterparts to ensure the right controls and policies are in place to effectively manage related efforts, and then make sure they're communicated throughout the company.
marketingIO's insight:

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Your Must-Read MarTech Digest™, for Thursday, 6/23/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 6/23/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

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Customer Experience: A Warm Blankie That Can Kill You

Customer Experience: A Warm Blankie That Can Kill You | The Marketing Technology Alert | Scoop.it

Customer Experience is like a pulled-up warm blanket when you’re lying on the couch on a Sunday afternoon…so soft, so warm, so comfy.

 

Except that the couch you’re lying on is about to fall through the floor.

 

Yeah, that CX blankie looks so good when you read about all the benefits: CX leaders growing revenue 3x faster than CX laggards; high levels of customer retention; positive WOM; and so on. And it’s all true. CX is vitally important to the B2B organization as it continues to mitigate churn and squeeze the highest possible levels of return from previous marketing investments from continued purchases.

 

But here’s the big problem: it’s an exposed function that will be first to get cut from the Marketing budget when the going gets tough. And it will get tough, as it always does.

 

Why is it at risk to be cut? Two big reasons.

 

First, it’s not completely attributable to Marketing as it’s a function that is delivered by many different departments across a variety of responsibilities: from accounting to support to sales to everyone. As it should be. However, when fat needs to be slashed, the CX function can be decentralized so that no one function pays for the centralized effort. You can just hear the CFO say “Let’s push CX down to each department, and remove all these Marketing expenses.” Oof.

 

And second, it’s not completely quantifiable. Oh sure, you’ve got the almighty customer sat survey, and everyone is feeling so good about everyone doing the right thing for the customer be it digital or (perish the thought) face-to-face. But can you track that back to a sale, to a transaction? And are there any other factors associated with that transaction that was impetus for completion, e.g., pricing, sales relationship, etc.? That grim reaper of a CFO will come looking for you if there isn’t a direct tie from CX to $.

 

CX is important, but the B2B Marketer is utterly at risk should CX be the #1 priority. It’s a soft benefit to the organization, kinda flimsy and ready to break. Yeah, you want it, but when push comes to shove, it’s a goner. Do you really want your mission tied to something so fragile? You want to be on that couch with that warm CX blanket when it falls through to the floor below?

 

So what is the B2B Marketer to do?

 

  1. Focus on your MarTech investments. Drive the greatest utilization from the investments that have been made, as this sets you up to take advantage of MarTech’s greatest corporate feature: measurability. Which leads to…
  2. Build a solid system of attribution. Get that indisputable track record in place. Get your tags, your models, your breadcrumbs in place, and tie your MarTech investment back to revenue. It’s the anti-grim reaper CFO.
  3. Report attribution regularly. Scream from 29,092’ and be sure no one misses it. Take that track record and boast. Best defense is a good offense.
  4. Then, and only then, turn your attention to CX. Why? Because you’ve established a solid track record of contribution and as a result, you and your staff are relatively risk-free from the forthcoming downturn. You’ve got a safety net beneath you (when that couch falls through the floor).

 

Look, it’s real easy to fall into the CX trap. It looks relatively simple, it’s needed, and it’s the right thing to do. No doubt. It’s less painful than MarTech, but it doesn’t offer you protection from the inevitable downturn. Done correctly, MarTech’s contribution is irrefutable. Can’t say the same for CX.

 

So take the blankie off and shore up the floor.

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Marketing spend accounts for ever greater percentage of firms budgets - Smart Insights

Marketing spend accounts for ever greater percentage of firms budgets - Smart Insights | The Marketing Technology Alert | Scoop.it
Marketers can expect greater slice of the pie in 2016 The latest data from CMO.com's 2016 survey shows a healthy increase in the percentage of firms revenu. Marketing topic(s):Digital marketing strategy. Advice by Robert Allen.
marketingIO's insight:

With great spending comes great ROI responsibility.

 

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By the Numbers: Lead Qualification at Emerging Companies | SiriusDecisions

By the Numbers: Lead Qualification at Emerging Companies  | SiriusDecisions | The Marketing Technology Alert | Scoop.it
Taking a deeper look at the lead qualification data and comparing survey responses from companies under $50 million to companies in the next higher revenue band ($51 million to $250 million), we see that companies under $50 million are 124 percent less likely to add personnel that are specialists in lead qualification and nurturing. However, they are 10 percent more likely to enhance internal processes around lead management and service-level agreements (SLAs) and 72 percent more likely to enhance lead qualification skills. Couple those data points with the fact that companies under $50 million are 75 percent more likely to outsource lead qualification than companies between $51 million and $250 million and the story becomes clear.

What story is the data telling us? Companies that are under $50 million absolutely realize the importance of lead qualification and nurturing, but are not quite ready/willing/able to hire specialists to support and enhance the required processes. Adopting lead qualification then becomes only one part of an emerging company employee’s job responsibility. Considering the willingness to invest in outsourcing lead qualification, one could surmise that emerging company decisionmakers have prior experience at larger companies where lead qualification was impactful to the business. Outsourcing lead qualification requires modifications to internal processes, which is why companies under $50 million will invest time in formalizing the lead handoff processes. There is also a willingness to invest in enhancing skills necessary to manage the external lead qualification providers. 
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MSFT + LNKD: Welcome to the New World of Sales Enablement - MarketBridge

MSFT + LNKD: Welcome to the New World of Sales Enablement - MarketBridge | The Marketing Technology Alert | Scoop.it
LinkedIn is the worlds best B2B database – full of information on buyer’s backgrounds, interests, and network connections.  The opportunity to connect LinkedIn data with Outlook and Dynamics CRM apps is incredibly powerful.

The technologies are in a race to achieve sales efficiency. But more outbound emails and calls are proving to overwhelm the inbound capacity of sales reps to convert leads to closed deals.  What Marketing and Sales teams need is effectiveness – the ability to focus on the best sales opportunities, get deeper buyer insight, and respond with the right message, content, and offer at the right time.  The future is in integrating LinkedIn and other customer intelligence data sources with today’s existing Marketing and Sales platforms.
marketingIO's insight:

There's more than this...

 

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How to Use Marketing Science To Get Your First 1,000 Email Subscribers - Troops

Step 4: Run 80/20 Experiments To Validate Assumptions
Firstly, I set up a domain on Bluehost. I then downloaded the SumoMe WordPress Plugin to create a Welcome Mat landing page.

Since I was still validating the idea and was on a budget, I didn’t integrate with an email service provider. Instead, I kept track of all the emails in the spreadsheet SumoMe provides. Once I had my page setup to collect emails, I had to drive traffic to it by messaging redditors to reach my goal. 

I only have two pieces of advice when you actually execute your marketing plan:

  • Test 2-3 different messages and see which headline gets the highest email conversions
  • Keep track of your progress using a spreadsheet. Note what works and what didn’t so you can make tweaks later on.
I sent a total of 60 messages to redditors. Of these, 23 people signed up which equates to a conversion rate of 39%.
marketingIO's insight:

A bit of growth hacking. And its a common approach to test anything.

 

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Future-Proof Your Marketing Technology | Tealium

Future-Proof Your Marketing Technology | Tealium | The Marketing Technology Alert | Scoop.it
It’s a simple truth: no one can reliably predict the future of marketing technology. The onslaught of new vendors and capabilities is only getting more overwhelming, and in many cases, the purchase and deployment of a new solution is only a few clicks away. But without a crystal ball, how can today’s marketers successfully plan for tomorrow?

Raab Associates believes the key to planning for an uncertain future is flexibility. In this whitepaper, industry analyst David Raab makes the case for ‘future-proofing’ your marketing technology stack with a flexible and extensible framework. More specifically, this resource details:

  • The key components of a future-proof system
  • The core functions supported by a flexible marketing architecture
  • The key attributes of a flexible, agile organization
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15 Cheat Sheets Every Successful Digital Marketer Needs - Marketing Insider Group

15 Cheat Sheets Every Successful Digital Marketer Needs - Marketing Insider Group | The Marketing Technology Alert | Scoop.it
  1. The Anatomy Of The Perfect Blog Post
  2. The Periodic Table of Content Marketing
  3. The Web Developer’s SEO Cheat Sheet
  4. Everything You Need To Be A Social Media Rock Star
  5. The Ultimate Inbound Marketing Checklist
  6. The Ultimate List Of Blog Post Ideas
  7. A 50-Point Checklist For Creating The Ultimate Landing Page
  8. The Ultimate 101 List of Copywriting Awesomeness
  9. Content Distribution Strategies For Blogs Of All Sizes
  10. The Ideal Length Of Everything Online
  11. The Ultimate SEO Checklist
  12. A Complete Conversion Rate Optimization Checklist
  13. Google Analytics Metrics and Dimensions Cheat Sheet
  14. SEO Best Practices For Blog Posts
  15. The Ultimate Google Algorithm Cheat Sheet
marketingIO's insight:

CT for the details, but I couldn't agree more: these are classics that I've scooped in the past.

 

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7 Reasons Why It’s Time for Marketers to Stop Ignoring Snapchat - Salesforce.com

7 Reasons Why It’s Time for Marketers to Stop Ignoring Snapchat - Salesforce.com | The Marketing Technology Alert | Scoop.it
1. Snapchat now has more daily active users than Twitter.
2. People of all ages use Snapchat.
3. But millennials, especially, do love their Snapchat.
3. Snapchat gives you full-screen real estate on the almighty smartphone.
4. Snapchat ads are clever and creative.
5. Users watch as many videos on Snapchat as they do on Facebook.
marketingIO's insight:

In a word: no. Now that T has extended its video lengths, focus energy there.

 

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Big changes to device bidding in AdWords - Search Engine Land

Big changes to device bidding in AdWords - Search Engine Land | The Marketing Technology Alert | Scoop.it
Before enhanced campaigns were released in 2013, it was possible to create separate campaigns for each device you wanted to target. However, multiple versions of each campaign complicated things, and as device usage proliferated, Google simplified the situation with enhanced campaigns.

With just one campaign for all devices, you set your base bids for desktop and tablet together and then were able to apply a bid adjustment to mobile (-100 percent to +300 percent).

Over the coming months, Google will be rolling out a change to enhanced campaigns that will allow you to set your base bids for any device and set bid adjustments for the others. Tablet has broken free of the shackles of desktop, and you get to choose which device is most important for your campaign and should thus act as the baseline.
marketingIO's insight:

'Bout time.

 

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How to Craft Outreach Emails That Convert - Profs

How to Craft Outreach Emails That Convert - Profs | The Marketing Technology Alert | Scoop.it
1. Know precisely whom you are talking to

It's critical you do as much research as possible on the company or organization you are reaching out to—including who the right contact is.

2. Be personal and relevant

Don't start off an outreach email with a longwinded introduction about yourself. No one will read through it. Establish credibility (talk about yourself) only at the end of the email. Instead, start off with something that is directly relevant to the recipient so that it draws him in.

3. Be specific

Don't send an email with a generic request. Don't beat around the bush, wasting readers' time and ultimately leading to frustration and a negative response. 

4. Don't create unnecessary work for recipients

5. Establish credibility

A good, professional email signature can provide much of the basic information and credentials required.
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Here's how Dropbox is changing its free tier with a major update - CIO.com

Here's how Dropbox is changing its free tier with a major update - CIO.com | The Marketing Technology Alert | Scoop.it
Dropbox made some major changes to its free tier on Wednesday, including support for read-only folders, as the company released a crush of new features aimed at enhancing its users' productivity. 

The biggest change users will notice: In order to automatically upload photos from their smartphones, they must install the Dropbox app on at least one Mac or PC. People who don't mind manually uploading their photos to Dropbox won't need to change anything.

Free users also get to reap the benefits of several new features added Wednesday, including an updated iOS app that supports scanning documents directly into Dropbox, and the ability to have more granular control over sharing files with other people from the Mac or Windows desktop. 
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Twitter, Vine extend video lengths and hint at new video revenue - Marketing Land

Twitter, Vine extend video lengths and hint at new video revenue - Marketing Land | The Marketing Technology Alert | Scoop.it
Twitter and its six-second video app Vine are both extending their maximum video lengths to 140 seconds. 

On Twitter it’s pretty straightforward: videos won’t be cut off at 30 seconds any longer. Advertisers and certain publishers working directly with Twitter can still post video ads and videos, respectively, that are up to 10 minutes long.

The new video length works a bit weirder on Vine. Basically the traditional six-second Vine will now serve as a trailer for a longer video. People will still see the shorter, looping clips in their Vine feed, but now they will have the option of clicking on that video to watch the longer version.
marketingIO's insight:

FYI...

 

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Gong.io Raises $6M in Series A to Pioneer Sales Conversation Intelligence Software

Gong.io Raises $6M in Series A to Pioneer Sales Conversation Intelligence Software | The Marketing Technology Alert | Scoop.it
Gong.io, a SaaS company pioneering the B2B Sales Conversation Intelligence field, today emerged from stealth mode and announced $6 million in Series A funding. The round was led by Norwest Venture Partners and Check Point Co-Founder Shlomo Kramer. Gong uses artificial intelligence and machine learning to help B2B sales teams win more deals by recognizing effective patterns from tens of thousands of hours of spoken sales conversations.

B2B buyers rate their direct conversations with the sales team as the most significant factor influencing their buying decisions. Yet, these sales conversations are nuanced, complex, and hard to master. If buyers are from Venus, sellers are from Mars. This communication challenge often leads to a frustrating buyer experience and lost sales.

Gong analyzes spoken conversations from most audio sources, and web conferencing platforms such as Cisco WebEx, GoToMeeting, and Zoom. It then ties the results to CRM systems such as Salesforce.com. Gong is delivered as cloud software and users can get started in under five minutes.
marketingIO's insight:

Keep an eye on this...

 

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Your Must-Read MarTech Digest™, for Wednesday, 6/22/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 6/22/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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