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The MarTech Digest
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Excerpt... HubSpot and Digital Doughnut teamed up and surveyed over 370 marketing agencies to help understand the importance of inbound marketing for their clients. The data collected provides an informative overview of the trends in inbound, and offers insights on how agencies and their clients are adopting inbound marketing.
Download this report to learn: •How inbound marketing is changing the services agencies offer their clients •How inbound marketing is a valuable marketing service for agencies to offer •How to maintain a competitive edge by understanding the latest changes •Which forms of inbound marketing impact your clients the most
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Marteq's insight:
We know the conclusion, but the data is helpful.
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Basic/ Digest... There are three valuable content distribution opportunities for content marketers on LinkedIn: -- > Sponsored Updates, which can be targeted based on a user’s exact job title and employer -- > Groups (such as the content marketing group) -- > Publishing, as LinkedIn now allows users to publish posts directly onto the platform
Inbound.org and GrowthHackers.com If your B2B team is looking to reach user-acquisition and customer-acquisition specialists, be sure to promote your content in these two small, mighty, and highly-engaged communities.
Reddit Marketing, Y Combinator’s HackerNews, and Quibb These platforms curate compelling, business-focused content for the entrepreneurially minded.
Content recommendation platforms You’ve probably seen the “related links” widgets on the bottom of sites like Slate, Forbes, Investopedia, and Business Insider. These links are actually pay-per-click channels that are powered by companies like Outbrain, Taboola, nRelate, Disqus, and Gravity.
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Marteq's insight:
And Twitter Lead Gen Cards, Stumbleupon, et al.
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Marteq's insight:
You'll want to run through this deck.
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![Inbound Marketing with Hubspot vs. Without Hubspot [Infographic] - InfographicB2B | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/E9O3npuIFoP7h_Y4yVXF__L6dadsvGA8m9WNoVsbzkY=)
Inbound Marketing with Hubspot vs. Without Hubspot ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
Clearly this was done in support of HubSpot, but you could easily substitute MAS for HubSpot.
Ian Guiver's curator insight,
June 21, 2014 9:04 AM
B2B companies get 125% more inbound leads when they use Hubspot
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Infographic: The Inbound Call Channel is Huge... and Untapped by Douglas Karr on Marketing Technology Blog ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
In the age of complete databases, how important is this to the B2B marketer?
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Basic/ Digest... Lesson 1: B2B Is Not Boring, and Neither Is Your Company. B2B doesn’t need to be boring. Your message and story should reveal how your product uniquely touches the lives of your customers. Your prospects want to be WOWED — whether they’re at home or work. Corporate jargon won’t wow them, but passionate stories about how you’re impacting the lives of your current customers will.
Lesson 2: Don't Get Caught in the Counting Trap. Understand you're going to probably only see 20 percent of the things that are happening in your inbound marketing program, and that’s sufficient. Not everything that counts can be counted, and not everything that can be measured counts.
Lesson 3: Directly Attributable Opportunities and Revenue Are Just ONE Contribution of Inbound. SAP’s inbound marketing program is able to:
Lesson 4: Social Media Is the Next Big Inbound Channel. According to Sanchez, people who are interested in products and services are going to engage with you via social media. In fact, 55 percent of buyers turn to social media when they are searching for information. They will ask questions, and you have to be ready to capture that traffic.
Lesson 5: Pre-Qualify Inbound Leads Before Sending to Sales.
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Marteq's insight:
1) Caution regarding #3: it'll be easy to fall into the non-verifiable qualitative argument. 2) #5 is self explanatory and obvious.
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Intermediate/ Excerpt... If you start with the math, and understand the volume of qualified leads you need to create monthly or quarterly pipelines of sales opportunities to hit your number, you can then create a combined inbound and outbound marketing strategy that drives immediate pipeline contribution while setting the stage for higher volumes of qualified, inbound leads moving forward.
And of those inbound leads, create and deploy an active lead scoring program to separate out those not yet qualified (or not qualified at all) so that your sales team is focused only on the leads that really matter, that are motivated to learn more, and that are most likely to become happy, successful, long-term customers and evangelists for you.
It’s not inbound vs. outbound. It’s allbound.
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Marteq's insight:
It always starts with a quantitative description of needs, and compares that to the DB asset you have on hand to accomplish that which you need to accomplish.
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Intermediate/ Digest... The market doesn’t care that you’ve got a dysfunctional cultural attachment to the way it’s always been. The market has changed, the way people want to buy has changed and you’ve got to change with it.
Marketing will never be an integrated function until sales is using inbound strategies and tactics as an extension of and in conjunction with marketing.
Rogue sales people are creating content, employing social media and building authority on their own out of desperation. Sales departments are beginning to offer crude versions of “social selling” training, which often begins and ends with how to mine LinkedIn for leads. Marketing departments are reaching out to their sales teams asking them to provide blog posts for the company blog.
If your organization has already come to realize the need for this change, it might be as simple as creating several new processes that make it easier for sales to curate, personalize and share content. Know this however; inbound selling is not the same as inbound marketing. Inbound selling is the act of taking the information and outreach created by inbound marketing efforts and tailoring it in ways that creates insight for the individual customer or prospect. Social selling is the act of discovering ways to go deeper into the network of individual clients in order to provide more useful connections and engagement on a case-by-case basis.
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Marteq's insight:
There's absolutely nothing wrong with Sales taking the content and doing what they need to do to further open doors and engage in conversations. That's why we have depots in our CRM and MAS.
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Basic/ Digest... Always Be Influencing Most decision-making processes within organizations are non-linear -- they're heavily influenced by current business conditions, the personalities and business units involved, and the relationships and context everyone involved in the decision bring to bear on the project. As a result, smart marketers use content, social selling, and effective influencer relations to impact the selection process because they recognize that every individual, regardless of seniority or industry, is impacted by current trends, social media, the opinions of their colleagues, and leaders in their respective industries.
Other reasons…
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Marteq's insight:
The only reason why this might make sense is to reach those into whom your prospect report (to generate awareness and air cover). But even then, your work should be outbound oriented (get their information!). Practically speaking, given a limited amount of manpower and budget, why would you want to waste time on inbound if you know everyone in your market.
Karen Kerski's curator insight,
December 12, 2014 10:45 AM
We are a HubSpot reseller and client. We see website performance in real-time and easily create CTAs, blogs and automate follow-up to prospects 24/7/365.
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Marteq's insight:
Another great infographic today covering all the inbound website basics, and then some. An excellent checklist. Bookmark and share.
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This B2B marketing strategy infographic shows lead generation trends to build market awareness and fill the sales funnel at a low blended cost per lead. ____________________________________________________ ► 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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Marteq's insight:
Excellent infographic, and difficult against which to argue.
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![The Science of B2B Online Marketing [INFOGRAPHIC] - Circle S Studio | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/dXsl6kzuAxawysmITa4w-fL6dadsvGA8m9WNoVsbzkY=)
B2B online marketing programs have a lot of moving parts, so we’ve designed this infographic to help you visualize the components and the overall process.
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Marteq's insight:
I love those graphics that cover everything in on one page. Yes: this covers it. Use it as an outline!
Monika D'Agostino's curator insight,
January 11, 2014 9:57 AM
Infographics are a great way to digest information for people who learn through visual stimulation. www.getsalescertified.com 
Denise Gabbard's curator insight,
January 11, 2014 9:05 PM
Interesting stats--- and proves once again how important it is to quickly respond... (See #5)
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Basic/ Excerpt... Launched in 2011 with no outside funding, Gupta’s InfoFree is a user friendly and inexpensive online resource that allows sales people and small sized businesses to market to their most relevant audiences by providing unlimited sales leads, mailing lists, business credit reports, e-mail lists, and other relevant databases that connect through a simple, but powerful CRM package for just $49.95 a month. InfoFree now has over 10,000 subscribers and 100,000 users through its freemium model.
“We built our CRM service ourselves. Our customers find CRM packages like Salesforce.com too complicated for their needs. I call it ‘CRM for Dummies’ with 3-4 simple but powerful functions. 90% of our customers didn’t use a CRM, so we asked them what they needed. We want to reach the least common denominator to develop the largest possible market. There are five million small businesses and 20 million sales people, that’s the size of the market we are going after.
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Marteq's insight:
This is one of those essentials for SMBs, and you're not locked into a subscription, i.e., you can cancel at anytime. They will be releasing their free CRM shortly.
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The ultimate resource for free marketing tools, ebooks, webinars, templates, and marketing statistics. Basic/ Condensed... All of the resources listed below can be found in HubSpot’s Campaign-in-a-Box kit: Resource #1: Free Template: Determine Your 2014 Marketing Goals Resource #2: Worksheet: A Marketer’s Template for Creating Buyer Personas Resource #3: Worksheet: Blog Editorial Calendar Resource #4: Worksheet: Social Media Scheduling Template Resource #5: Worksheet: Google AdWords Template Resource #6: Worksheet: Nurturing and Automation Planning Resource #7: Worksheet & Presentation Deck: Monthly Reporting Template
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Marteq's insight:
Honestly, it doesn't get any easier. Download the planner, use the FREE templates, and plan out your inbound efforts.
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Today, I'll be sharing five of our favorite tools and explaining how we use them. These are the inbound marketing tools that have made the process of creating and sharing content more efficient. Basic/ Digest... -- > Help A Reporter Out, also known as HARO, is a PR and marketing tool (powered by Vocus) that connects bloggers and journalists to the sources they seek. -- > Zapier opens the lines of communication between the various Web applications you use. For example, say you want to integrate your email marketing tool with Salesforce. Zapier makes it happen. -- > Hootsuite is a social media management system, and for marketers, it’s essential. Hootsuite lets you create “streams” that display your social activity across social platforms (Facebook, Twitter, LinkedIn and new Google+ Pages, to name a few), all in one dashboard and in real time. -- > PicMonkey is a free online photo editor that makes tailoring an image to your specifications quick and easy for even the most novice of photo editors.
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Marteq's insight:
More tools to help. I'm always looking to scoop for you tools, templates, and such.
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Intermediate/ Digest... How can you find these channels? The simplest way to do it is to spy on your competitors. From Spyfu to SEMrush to What Runs Where, the possibilities are endless. All of those tools will show you what your competitors are up to.
The growth strategy I use for paid channels is: -- > Increase the spend for profitable channels until they break even. -- > Grow the channels that are losing a bit of money, but make sure you aren’t losing any more from a percentage standpoint. You typically don’t want to be in the red more than 5 or 10%.
Now that you are getting a lot of traffic and sales from these new marketing channels, it’s time to optimize. Your goal is to keep the number of sales the same, while cutting the dead weight.
The biggest mistake you can make is to leave your marketing campaigns on autopilot. You have to adjust them on an ongoing basis since marketing changes over time.
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Marteq's insight:
Find new channels to test via competitive analysis, then focus on growth of the selected channels, then optimize for greatest output, and then tweak and maintain.
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![[Infographic] How B2B Sales Has Changed | Maximize Social Media - Maximize Social Media | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/BN1qJEr4QJG6Tj8te-NjVPL6dadsvGA8m9WNoVsbzkY=)
B2B Sales has changed from old school techniques and tactics to new reliable efforts like Inbound Marketing. Learn how B2B Sales has changed to Inbound.
__________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.
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Marteq's insight:
Love the analogy: "The Internet is the new trade show." Yup! h/t to http://www.marketingtechblog.com.
Kwang Hyun's curator insight,
December 13, 2013 2:15 PM
Just a quick infographic about that internet is our new trading tool. Social media became the big part of traindg companies.
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__________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.
► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
Why does it have to be a battle? If they both work for you, fine. Either way, your inbound must include search.
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Excerpt... Inbound marketing is a highly effective strategy, but in isolation, it often falls short for B2B companies. The most successful companies are using inbound in combination with marketing automation to generate serious revenue and business results. This eBook will explore:
___________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.
► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
Expect simplicity, as Pardot has really scaled back the complexity of their posts to reach newbies as a part of the SFDC family. And the price is right.
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Marteq's insight:
This deck is a tremendous summary of what you need to do to take advantage of all the opportunities provided by Google to reach your audience with quality content.
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Marteq's insight:
I'd probably call this integrated inbound marketing, but nevertheless very nice.
Chris Bantock's curator insight,
October 25, 2013 6:28 AM
Excellent online marketing strategy mix that you should think about to focus the 'why' you dod what you do in social media
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Want better inbound ROI? Learn the right metrics and measurements to help your inbound marketing deliver more conversions. Digest... There are two key ways to improve inbound ROI: • Increase effectiveness. If we can drive more traffic, more leads, and more qualified opportunities with inbound marketing, we expect to realize incremental profit above the marketing spend. • Increase efficiency. As an example, if you improve your SEO and draw more organic traffic, you might be able to reduce your spend on pay-per-click ads, realizing the same profit with less outlay.
[The speaker] talks about three strategies for maximizing the impact of inbound and content marketing. (As an aside, these three strategies are all analytic techniques that are enabled by marketing automation strengths): • Engagement path analysis measures how and when content marketing drives people through the buyer’s journey. They consume different types of content at different places in the buyer’s journey; knowing this path helps you identify the most effective series of content for engagement. This is particularly useful for designing nurturing programs.
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Marteq's insight:
This post is a summary of the webinar given by Jim Lenskold, who wrote the book on Marketing ROI (figuratively and literally). This is a fascinating and important article if ROI measurement is an important part of your 2014 plans (as it should be). it on demand here. If you’re an inbound or content marketer, this is don’t-miss information. - See more at: http://blog.act-on.com/2013/10/maximize-inbound-roi-clicks-content-conversion/#sthash.z1Q7Wnyr.dpuf
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A great primer for newbies and experts alike. Bookmark this for future reference.