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5 Reasons Sales Should Be Excited About Marketing Automation - Marketing Action Blog - Act-On

5 Reasons Sales Should Be Excited About Marketing Automation - Marketing Action Blog - Act-On | The Marketing Technology Alert | Scoop.it

Digest...


When we talk to sales reps at Top Performing companies, here’s what we generally hear about the benefits of marketing automation in the context of sales:

 

1. Accountability for marketing performance.

Marketing can take ownership of generating a sufficient volume of leads that actually meet sales qualification expectations. That means the entire lead lifecycle – from inquiry to customer – can be measured and tracked. Over time, organizations can benchmark conversion in each stage, including estimating the number of qualified leads marketing needs to source and how much it costs to drive that volume based on expected revenue targets.

 

2. Reps have more reasons to reach out and engage prospects.

CRM-marketing automation integration turns CRM into a strategic source of insight for reps who become more likely to log in and use their CRM the way it was intended to be used. Naturally, this means marketing automation can also increase CRM adoption among sales reps.

 

3. Sales doesn’t have to qualify as many leads.

For Top Performing organizations that use marketing automation, lead qualification happens in marketing and opportunity qualification happens in sales.

 

4. Best practices in sales become scalable.

Marketing automation makes targeting buyers scalable because you can set up campaigns to run on autopilot. New prospects enter the correct nurturing campaigns automatically, receiving the right message at the right time, whether you have one or one thousand prospects in the pipeline.

 

5. Marketing automation helps reps stay in touch with prospects that aren’t ready to buy.

Marketing automation allows reps to actively monitor leads they have engaged, including flagging their activity and alerting reps of buying signals. Nurturing a prospect who has already engaged with sales requires entirely different messaging than nurturing a prospect who was just introduced to your brand. Marketers can set up campaigns into which sales reps can drop contact records in order to keep in touch with them over time. If and when a prospect engages with one of those campaigns, the rep can reach out and re-engage at just the right time.

 

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iNeoMarketing's insight:

Affirmation!!

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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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The Death of B2B Creativity, and the Top 9 MarTech Articles Curated Tuesday, 10/21/14

The Death of B2B Creativity, and the Top 9 MarTech Articles Curated Tuesday, 10/21/14 | The Marketing Technology Alert | Scoop.it

Optimization has killed B2B creativity, and with it, that uncomfortable sense of not knowing if a campaign was going to work (however that is defined).

 

How did its demise come about? The powerful combination of testing and technology eliminated the need for the right-siders (brain, of course) to come together and use pseudo-psychology to create campaigns. With optimization, multiple campaign ideas can be tested with quick results so that the best path is chosen. End result: whereas a whole bunch of right-siders were needed for creation and buy-in, now only a few left-siders are needed to find out what works.

 

But wait: how do the left-siders start their process? From where do they get their winning ideas? Easy: for the most part, they fling stuff against the wall, and optimization demonstrates what sticks. So where does that stuff come from? Its stuff: comes from anywhere.

 

But how do the left-siders know that they have the right stuff from which to work? Well, that’s easy: it’s the answer to the question “did it hit the objectives?” With the proper analytics infrastructure, the left-siders can tell if it worked…within a fraction of the time compared to the good ‘ol right-sider “process.”

 

So it doesn’t have to make you laugh, sad, thoughtful, feel-good, whatever. All it has to do is hit the numbers, and from there, continue to maximize the return on the effort. Start flingin’ ‘n testin’.

 

But wait! Right siders rejoice: creativity is still breathing! More tomorrow…

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

>> Data is a Marketer's Best Friend - TechTarget | Mktr2Mktr http://sco.lt/9GbIif  #MarTech

>> Gagein 2.0 Uses Predictive Scoring And AI To Prioritize Sales Activities - Demand Gen Report http://sco.lt/4vN2tV  #MarTech

>> Best Marketing Conferences: Formstack’s Must-Attend List for 2015 (Q1) http://sco.lt/762sy1  #MarTech

>> How to Use Google+ Profiles and Pages for Better Visibility | Social Media Examiner http://sco.lt/7YenT7 

>> Practical Marketing Predictions to Plan for 2015 | Marketing Technology Blog http://sco.lt/8JQD9F  #MarTech

>> 4 in 5 Companies Report Steady or Increasing Costs-Per-Lead - Marketing Charts http://sco.lt/6TRRHF  #MarTech

>> Most Effective Ways To Grow Your Twitter Followers - Digital Information World http://sco.lt/6OqHYn  #MarTech

>> The 15 Best Free Social Media Dashboards and Tools - SumAll http://sco.lt/65XYiP  #MarTech

>> B2B Content Marketing Trends for 2015 [Infographic] - B2B Infographic http://sco.lt/6jGZmL 

 

See ALL Top Curated Marketing Technology Articles here.

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Adobe emerges as marketing cloud leader, beating out Salesforce, Oracle, IBM and more - VentureBeat

Adobe emerges as marketing cloud leader, beating out Salesforce, Oracle, IBM and more - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Adobe has taken a lead in the fast-growing enterprise marketing software sector, according to a Forrester Research report to be published today.

 

Adobe has “distanced itself from the pack” of competitors, said the report, beating out Salesforce.com and six other vendors assessed by Forrester. The ranking was based on 46 criteria covering things like current offerings, product roadmap, and market share.

 

Increasingly, marketers are moving to buy integrated software suites that handle all of these things in one package. However, the traditional large enterprise vendors — Oracle, IBM and SAP — aren’t leading the race to offer enterprise marketing software suites. According to Forrester’s ranking, Adobe and Salesforce have asserted themselves as the two leaders.

 

Forrester defines an enterprise marketing software suite (EMSS) as: an integrated portfolio of marketing technology products that provide analytics, automation, and orchestration of insight-driven customer interactions to support inbound and outbound marketing.

 

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iNeoMarketing's insight:

And Adobe is offering a copy of the report (registration required):

http://landing.adobe.com/en/na/products/marketing-cloud/59361-forrester-emss-wave.html. And it's more fuel to the fire: a single solution vs. a marketing app configuration. Regardless, SFDC right on Adobe's heels. 

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CMOs Paralyzed by Paradigm Shift (and CIOs Aren’t Helping) - CIO

CMOs Paralyzed by Paradigm Shift (and CIOs Aren’t Helping) - CIO | The Marketing Technology Alert | Scoop.it
While 67 percent of marketers believe new marketing technologies are essential or very important to overall marketing group performance and effectiveness, Neale-May says they're being held back by technology overload, too many data sources and lack of strategic application and integration of disparate point solutions.

The many different solutions are mind-numbing. There are customer-facing applications for different points of interaction and different ways to engage, solutions to improve the operational side of marketing, and complex technologies to analyze customer data, track behavior and anticipate needs. Then there's the need to integrate customer data in call-center silos, transactional data, mobile app usage, social media data -- the list goes on.


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iNeoMarketing's insight:

The upside: those marketers that are able to implement integrated marketing technology solutions aligned with business strategy reap significant rewards. It ain't easy.

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Top 10 Dreamforce Vendors, listed by G2 Score - G2

Top 10 Dreamforce Vendors, listed by G2 Score - G2 | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

For entertainment purposes only...

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Seven Skills Marketers Need to Succeed [Infographic] - Profs

Seven Skills Marketers Need to Succeed [Infographic] - Profs | The Marketing Technology Alert | Scoop.it
Career Management - What are the most important skills that a marketer needs?


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Gagein 2.0 Uses Predictive Scoring And AI To Prioritize Sales Activities - Demand Gen Report

Gagein 2.0 Uses Predictive Scoring And AI To Prioritize Sales Activities - Demand Gen Report | The Marketing Technology Alert | Scoop.it

Digest...


Gagein announced the next generation of its sales productivity tools as well as upgrades to its Salesforce edition at Dreamforce. The application is positioned as a tool that uses artificial intelligence, Big data analysis and predictive algorithms to find actionable sales triggers from online news.

 

Gagein 2.0 is designed to help salespeople:

-- >  Identify high-value prospects based on real-time news;

-- >  Predict which prospects offer the highest sales potential; and

-- >  Rank them based off of their potential.

 

Gagein 2.0’s key features include Predictive scoring — using patent-pending predictive algorithms, Gagein calculates sales potential based on aggregate composite trigger values adjusted for time, company size and momentum, and ranks the resulting list of prospects.   

 

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iNeoMarketing's insight:

AI? I don't know, but the predictive portion is interesting. FYI.

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How to Use Google+ Profiles and Pages for Better Visibility | Social Media Examiner

How to Use Google+ Profiles and Pages for Better Visibility | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


Google+ business pages generally represent entities like brands, businesses or companies and have their own set of benefits and constraints. Google+ profiles represent individuals, have one administrator and let you add people and pages to your circles, +1 other pages and +1 content across the web.

 

#1: Claim a Custom URL

Google+ now offers easy-to-remember custom URLs (plus.google.com/+username) so it’s much easier to find and connect with others and promote your content. Custom URLs are available for both Google+ profiles and pages and are very easy to set up.

 

#2: Optimize for Search

Whether you’re looking at your profile or your page, I suggest you start with the About section—tagline, introduction, contact information, links, etc. Link to your website(s) and profiles, pages and channels on other social networks—make it as easy as possible for people to learn more about your business. Don’t forget to include these links on your personal profile as well.

 

#3: Leverage Personal Audiences

When you optimize both your personal profile and page, you can use them together to cross-promote and amplify your industry content—whether that content is your own blog post or other related news you’ve found throughout the web.

 

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iNeoMarketing's insight:

Just don't kill your peeps with company stuff.

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4 in 5 Companies Report Steady or Increasing Costs-Per-Lead - Marketing Charts

4 in 5 Companies Report Steady or Increasing Costs-Per-Lead - Marketing Charts | The Marketing Technology Alert | Scoop.it
A slim majority of marketers and salespeople from around the world say that their lead generation effectiveness is improving, while just 1 in 10 see it worsening, finds Ascend2 and its Research Partners in a new study [download page]. While that may be the case, respondents (chiefly B2B-focused) were more likely to say that their costs-per-lead are increasing (25%) than decreasing (19%).


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iNeoMarketing's insight:

Seriously, who the hell knows? The measurement for each company surveyed is probably as diverse as a Pantone table.

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The 15 Best Free Social Media Dashboards and Tools - SumAll

The 15 Best Free Social Media Dashboards and Tools - SumAll | The Marketing Technology Alert | Scoop.it

Digest...


1. SumAll 

2. Buffer 

3. Hootsuite 

4. SocialBro 

5. Klout 

6. Visual.ly

7. Visual.ly’s Facebook Insights 

8. Edgerank Checker 

9. Social Mention 

10. Tailwind 

11. SharedCount

12. BuzzSumo 

13. NutshellMail 

14. Keyhole

15. Wolfram Alpha

 

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iNeoMarketing's insight:

Not your usual list! Worthwhile to click through to the post and read a brief review of those that may not be familiar.

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Has B2B Creativity Died?, and the Top 13 MarTech Articles Curated Monday, 10/20/14

Has B2B Creativity Died?, and the Top 13 MarTech Articles Curated Monday, 10/20/14 | The Marketing Technology Alert | Scoop.it

“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.”

Scott Adams

 

Once upon a time, boys and girls, B2B marketers would get together (with or without their agency) and talk about how to communicate with the target audience. Perhaps it was a corporate message, or maybe it was a new product launch. But they would gather around the table, agreed upon what attributes they thought appealed to the market, created messaging, and wrapped it with a campaign.

 

There would be third party insight on trends, there would be anecdotal evidence, there would be brainstorming. And after all that, there would be storyboards, revisions, revisions, revisions until a wonderfully creative campaign was finalized where everyone agreed it was the greatest thing ever. Ever!

 

And then it flop or succeed or whatever. Who knows: there was no meaningful way to measure it. The marketers would just pat themselves on the back, because their effort was just so damn creative.

 

And that’s the way it used to be (or in some circles, still is). Dr. Feelgood was in session.

 

And today? Dr. Feelgood has been murdered, and Optimization may be holding the knife. More on this tomorrow…

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

>> IDC's Worldwide Marketing Technology 2014-2018 Forecast: $20 Billion and Growing Fast http://sco.lt/6jNAx7 

>> The Market Opportunity for Marketing Automation in 2009 - David Cummings http://sco.lt/9390Kn 

>> Dreaming of Contextual Marketing - Forrester http://sco.lt/6cv4nB  #MarTech #CX

>> 10 Proof Points – Why Customer Experience Is the Next Big Thing - Gartner http://sco.lt/5Cqkdd  #MarTech #CX

>> 5 Marketing Takeaways From Dreamforce 2014 | Oracle Marketing Cloud http://sco.lt/6bHsnJ  #MarTech

>> Customer Experience Matrix: Dreamforce 2014: Process Is More Important Than Analytics http://sco.lt/8qwWn3  #MarTech

>> Why Copyblogger Is Killing Its Facebook Page - Copyblogger http://sco.lt/8u8W0H 

>> A Great Tool to Troubleshoot Google Analytics Tracking Codes | Marketing Technology Blog http://sco.lt/4wNiyn  #MarTech

>> The Sophisticated Marketer's Guide to Generating More Leads With SlideShare - HubSpot http://sco.lt/6yqaaf  #MarTech

>> Without Call Tracking, Your Campaign Attribution is Growing More Inaccurate | Marketing Technology Blog http://sco.lt/7p0Nk1  #MarTech

>> ‘Generalist’ marketers now in high demand - Marketing Week http://sco.lt/7yrNLd 

>> 7 Email Marketing Myths [Infographic] - Smart Insights Digital Marketing Advice http://sco.lt/5NJy2j  #MarTech

>> [FREE REPORT] Lead Generation Strategy Research Summary Report | Ascend2 http://sco.lt/7C5yk5 

 

See ALL Top Curated Marketing Technology Articles here.

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The Market Opportunity for Marketing Automation in 2009 - David Cummings

Here’s how we presented the market opportunity for marketing automation in 2009:

Marketing teams don’t have a central platform to run their campaigns and track ROI (e.g. accounting has QuickBooks, sales has Salesforce.com, etc)
B2B online marketing, while smaller than B2C online marketing, is growing fast and benefits from the shift in offline to online advertising
Roughly 150,000 companies pay for a modern, web-based CRM (Salesforce.com, SugarCRM, Netsuite, and Microsoft Dynamics)
The vast majority of companies that pay for a modern, web-based CRM need a marketing automation system, yet less than 3% of the market is vended (we cited publicly available customer counts from each CRM vendor and marketing automation vendor)
iNeoMarketing's insight:

From one of the founders of Pardot. Fascinating and clearly spot-on.

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10 Proof Points – Why Customer Experience Is the Next Big Thing - Gartner

10  Proof Points – Why Customer Experience Is the Next Big Thing - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


-- >  “89% of companies surveyed plan to compete primarily on the basis of the customer experience by 2016 “

-- >  “65% of companies have the equivalent of a chief customer officer — they report equally to the CMO and CEO”

-- >  “18% of the total marketing expense budget was spent on customer experience in 2014”

-- >  “39% of outperformers have developed a fully integrated digital-physical customer strategy”

-- >  “93% say that improving CX [customer experience] is one of the top three priorities for the next two years; 97% state CX is critical to success”

 

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iNeoMarketing's insight:

Many more points when you click through, but suffice it to say that CX is not Next but Now.

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Customer Experience Matrix: Dreamforce 2014: Process Is More Important Than Analytics

Customer Experience Matrix: Dreamforce 2014: Process Is More Important Than Analytics | The Marketing Technology Alert | Scoop.it
The analytics cloud* is a step forward only because Salesforce has been so far behind: it bulk loads data into a star schema relational database using inverted index for speed, which is a solid but old-fashioned approach. Of course, it’s cloud-based but so are other, newer approaches that are ultimately more flexible and scalable. Solutions to the really hard problems of entity association (matching identifiers for the same person in different systems) and predictive analytics are not included. Nor does the system handle real-time updates or allow queries by external systems for purposes like message personalization. The visualization itself is indeed fast and pretty, but it’s not obviously superior to Birst (also cloud-based), Tableau, or QlikView. The core technology was acquired when Salesforce.com bought EdgeSpring last June.


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iNeoMarketing's insight:

This is a notion that has been consistent across many articles. FWIW: it's the first step, and I fully expect that Wave will morph into something greater over a very short period of time. Think framework.

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Adobe report finds massive 43% growth in online video watching - VentureBeat

Adobe report finds massive 43% growth in online video watching - VentureBeat | The Marketing Technology Alert | Scoop.it
It’s not just free videos (like on YouTube and Vimeo) that are picking up on traffic: Adobe found that TV show viewership online — via “authenticated viewing,” or views where someone has signed on via a username and password — has jumped an amazing 388 percent year-over-year, with an 85 percent increase in the number of people watching these shows.


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iNeoMarketing's insight:

A tsunami.

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The Harsh Truth About Marketing Automation - Überflip

The Harsh Truth About Marketing Automation - Überflip | The Marketing Technology Alert | Scoop.it

Digest...


We know how hard it's to find the time to explore all the features available. And, while we are right there with you, the harsh truth is, it's in the lesser used, more sophisticated features that all the magic happens. Without a proper use of data, customization and optimization, marketing automation is just task automation.

 

Every new campaign is an opportunity to try something new, get creative, to improve your results based on your learning, and to customize the experience for your prospects. The best marketing automation campaigns don’t look like automation, they just flow through the right channel and the right medium.

 

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iNeoMarketing's insight:

Spot on. I always recommend MAP crawl, walk, run, and with each effort try something new. Conversely, please don't attempt to use all feature all at once the first time out of the chute: you'll never leave the station on time.

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B2B Marketing Must Focus On 1:1 - Forbes

B2B Marketing Must Focus On 1:1 - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


While 1:1 marketing is a different ball game for B2B organizations, there are ways in which you can use this model to further your marketing goals. Here are some of the ways in which you can do so:

 

Build relationships:  People buy from people they like. People buy from companies they like. There’s no easy button for this, but it’s not hard. You just need to care enough to want to build relationships.

 

Focus on individual customers: A B2B company typically has fewer, but larger, accounts. So, there’s a greater need to take up each customer individually and assess their needs, values, and expectations.  The same is here as relationship building in general.

 

Manage customers in-between purchases:  A B2B company has to manage, touch, educate, and serve their customers–even during these periods of frequent lulls. This is a challenging (and often overlooked) thing to do, unless you have a strong customer management team to create strategies to make use of these intervals. This is where email campaigns and social media come into play.

 

Help customers to manage their business: B2B businesses can gain a lot from helping their customers solve important business problems, not just within the area of their services, but also beyond it. This could be a key component of a B2B company’s content marketing efforts—developing content designed to assist customers in one or more ways to manage and grow their businesses, or offer helpful guidance.

 

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iNeoMarketing's insight:

From an interview with Peppers and Rogers pertaining to their book One to One B2B: Customer Development Strategies for the Business-to-Business World.

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The Purchasing Behavior of B2B Buyers - Profs

The Purchasing Behavior of B2B Buyers - Profs | The Marketing Technology Alert | Scoop.it
Customer Behavior - More than two-thirds (68%) of B2B buyers now purchase goods online, up from 57% last year, according to a recent report from the Acquity Group.


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Data is a Marketer's Best Friend - TechTarget | Mktr2Mktr

Data is a Marketer's Best Friend - TechTarget | Mktr2Mktr | The Marketing Technology Alert | Scoop.it

You don’t need a team of data scientists and analysts to get started with managing your ongoing flow of marketing data. Here are some ways to better leverage existing marketing data, measure marketing contribution and speak the language of data to your sales, finance and executive teams:

1-Ask your sales and executive team what data is most important to them, why it’s important and how often they want to review results.
2-Establish substantive and measurable goals based on what your sales and executive team is focused on.
3-Take a balanced approach between creative development and data analysis. Lead with marketing data with your executive team – not the creative execution.
4-Look closely at how sales and finance report updates and results to senior management and be consistent with their data driven approach. Don’t just share the good news – a lot can be learned from failure.
5-Be consistent. Establish a regular reporting system (i.e. weekly, monthly, quarterly) and be sure to use the same format so that your key stakeholders get accustomed to the framework you are providing.
6-Best case scenario is to integrate your marketing data directly into the sales workflow and deliver key information such as lead details, account-based insights and project intelligence.


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iNeoMarketing's insight:

And keep your data clean!

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Best Marketing Conferences: Formstack’s Must-Attend List for 2015 (Q1)

Best Marketing Conferences: Formstack’s Must-Attend List for 2015 (Q1) | The Marketing Technology Alert | Scoop.it

Digest...


1. Social Media Strategies Summit  February 10-12 | Las Vegas, NV

2. SMX West  March 3-5 | San Jose, CA

3. Adobe Summit  March 9–13 | Salt Lake City, UT

4. ClickZLive  March 30 – April 2 | New York, NY

5. The Marketing Nation Summit  April 13-15 | San Francisco, CA

6. WordCamp  Multiple Dates | Various Locations

 

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iNeoMarketing's insight:

I make it a point to collect as many conference recommendations as possible and forward to you. Click through for a quick summary of each.

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Practical Marketing Predictions to Plan for 2015 | Marketing Technology Blog

Practical Marketing Predictions to Plan for 2015 | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
Practical Marketing Predictions to Plan for 2015 by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

Push #'s 4, 5, and 6 up to the top.

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Most Effective Ways To Grow Your Twitter Followers - Digital Information World

Most Effective Ways To Grow Your Twitter Followers - Digital Information World | The Marketing Technology Alert | Scoop.it

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B2B Content Marketing Trends for 2015 [Infographic] - B2B Infographic

B2B Content Marketing Trends for 2015 [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it
B2B Content Marketing Trends for 2015

 

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Technology Marketing Blog: IDC's Worldwide Marketing Technology 2014-2018 Forecast: $20 Billion and Growing Fast

Technology Marketing Blog: IDC's Worldwide Marketing Technology 2014-2018 Forecast: $20 Billion and Growing Fast | The Marketing Technology Alert | Scoop.it
Organizations worldwide will spend approximately $20.2 billion on software solutions for marketing in 2014. The marketing software market is expected to grow to more than $32.3 billion in 2018. It will be one of the fastest-growing areas in high tech, with a compound annual growth rate (CAGR) of 12.4%. Over the five years from 2014 to 2018, organizations cumulatively will spend $130 billion on software for marketing departments. This forecast includes a wide range of solutions in four broad categories: interaction management, content production and management, data and analytics, and marketing management and administration.

 

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iNeoMarketing's insight:

Incredible growth.

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Dreaming of Contextual Marketing - Forrester

Dreaming of Contextual Marketing - Forrester | The Marketing Technology Alert | Scoop.it

Digest...


At Dreamforce in San Francisco earlier this week, Salesforce Marketing Cloud CEO Scott McCorkle highlighted retailer Eddie Bauer’s strategy to make marketing so good that it feels like customer service and customer service so good that it feels like marketing. He may well have added that when marketing and service are well executed, they both begin to feel like sales – or at least the extension of sales environments that they are meant to support.

 

This thinking underscores the blurring lines between marketing and customer experience. Where does one start and the other begin? And does it really matter? Certainly to the customer it doesn’t; all he or she wants is a great experience that delivers value appropriate to the current context. So then, why do brands continue to let organizational or functional silos get in the way? It’s easy to say that legacy systems and processes still dictate what brands are able to achieve, but surely with today’s business technology capabilities, it’s possible to do better.

 

Fitbit and LiveNation are just two examples of how digital technologies are both disrupting every industry and providing opportunities to deliver better customer experiences. Putting technology to work for your brand means building a contextual marketing engine that leverages customer insights to spark interactions across the entire customer life cycle. Does it really matter if you call it marketing, services or sales, as long as you delight your customers with contextually relevant experiences?

 

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iNeoMarketing's insight:

From Forrester: "Contextual marketing engines create sticky, highly engaging environments for customer interaction and yield proprietary data that cannot be replicated by traditional marketing methods or third-party data sources. The results translate into unprecedented levels of customer engagement, increased revenue, and better product experiences."

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5 Marketing Takeaways From Dreamforce 2014 | Oracle Marketing Cloud

5 Marketing Takeaways From Dreamforce 2014 | Oracle Marketing Cloud | The Marketing Technology Alert | Scoop.it

Digest...


1. Connectivity These technologies are also opening up new opportunities for ways consumers can communicate, connect, and collaborate in the workplace.

 

2. We’re in the age of the customer – “Power to the Consumer”  

>> The customer journey is comprised of a thousand moments. Marketers now need to figure out which moments have the most value and how to relay messages at those key moments.

>> Personalization – customers want a personalized experience. This means they want the right content put in front of them right when they want it, with the least amount of distractions. 

 

3. Mobile is the now and the future

 

4. All business is social business –  Social media is here to stay and now plays a critical role in all business.  Social has become the preferred medium of communication for consumers and businesses to connect, share content, and communicate.

 

5. Email is still King - Although social media seems to be the popular form of communication today, email is still king.  Predictions are that global email users will expand to over 2.8 billion by 2017. Email is still king for B2B marketers even though email addresses churn at higher rates than social media handles.

 

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iNeoMarketing's insight:

FWIW, coming from Eloqua's POV from attending Dreamforce.

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