December 18, 2014

The Top 12 MarTech Articles Curated Thursday, 12/18/14

Today’s curated articles collected for your quick review:

>> How to Build a Successful Social Media Marketing Funnel – TechWyse

>> The Big List of Must-Attend Marketing Events of 2015 – Marketo

>> 2015 Will Be the Year of Video Marketing – Profs

>> 21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

>> How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

>> Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates – Contently

>> B2B Marketers Turn To Event Tools To Capture Behavioral Data – Demand Gen Report

>> The 25 Hottest Skills That Got People Hired in 2014 – LinkedIn

>> [FREE REPORT] The Untapped Video SEO Opportunity – Conductor Learning Center

>> What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream

>> How To Use #Twitter Cards And Drive Social Traffic To Your Blog – #infographic – Digital Information World

>> Amplifying B2B Marketing Content with Google Plus – Relevance

See ALL Top Curated Marketing Technology Articles here.

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December 17, 2014

How to Build a Successful Social Media Marketing Funnel – TechWyse

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Source: www.techwyse.com

Plenty of potential holes to poke, but remember the bottom line: attribution. The key metrics in the first two stages are feel-good metrics, and not tied to business metrics. It’s about conversions and business metrics: from where did the conversion emanate, and what percentage of the conversions actually close.

December 17, 2014

The Big List of Must-Attend Marketing Events of 2015 – Marketo

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Source: blog.marketo.com

Click through to access the links for each. 

Here’s your list: (1) your MAP vendor show; (2) Forrester; (3) Sirius; (4) Gartner; (5) Dreamforce; (6) MarTech (there’s an East Coast MarTech in August); (7) Pick ‘em. 

December 17, 2014

2015 Will Be the Year of Video Marketing – Profs

Digest…

1. The play button will take center stage as the most compelling call to action on the Web

2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.

 

2. Video analytics and attribution will take the lead

Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.

 

3. Video will become a strategic tool for lead generation and qualification

Only video offers a reliable means of tracking actual engagement with content, and 2015 is the year that marketers will start to use these insights to their advantage.

 

4. YouTube will be a complement, not the focus

Though YouTube offers a very affordable solution for video hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn’t offer the data and tools you need to turn video assets into valuable marketing tools.

 

5. Use of video analytics as part of marketing automation and CRM will increase

Although more than 70% of marketers report that video converts better than other content types, fewer than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to attract and engage their audiences, they’ll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.

 

 

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Source: www.marketingprofs.com

See #3: the revelation that video is the only content type that offers a reliable means to track actual engagement…that is so damn true. Starts, pauses, stops, shares, etc. all in one content piece.

December 17, 2014

21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

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Source: www.b2bmarketinginsider.com

Love #16. But where’s the Persona question? The Calendar question? Click through for more background as well as to download Brenner’s Content Marketing Strategy Framework.

December 17, 2014

How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

How to Run an A/B Test on Your Landing Page by Douglas Karr on Marketing Technology Blog

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Source: www.marketingtechblog.com

A/B…EVERYTHING!

December 17, 2014

Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates – Contently

In our latest Contently Labs, we answer a question we hear a lot from content marketers: How do I effectively drive high-quality traffic to my content through LinkedIn?

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Source: contently.com

The whole post is a step-by-step guide for deploying LinkedIn Social Advertising for sponsored updates. Easy to follow.

December 17, 2014

B2B Marketers Turn To Event Tools To Capture Behavioral Data – Demand Gen Report

While the role of digital marketing grows more prominent, in-person events continue to receive a significant portion of overall B2B marketing budgets. According to Forrester, trade shows still constitute the biggest line item on a B2B marketers budget, with nearly 20% of spend being committed to live events.
As a result, B2B marketers are turning to tools and metrics to help them track and analyze audience social and other behavior before, during and after events.
Tools such as DoubleDutch’s mobile/social solutions are designed with the intent of helping attendees get even more engaged while at an event, while also collecting information on what sessions they have attended, who they are interacting with and what they are saying about the event on social media.

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Source: www.demandgenreport.com

MAP vendors have positioned themselves as the go-to-tool for trade show marketing, but MAP does not incorporate in-show activity by the attendee. This leaves open a space for other vendors to swoop in. That won’t last, as the marketer needs only one database, so look to MAPs incorporating more functionality into their software in 12-14 months.

December 17, 2014

The 25 Hottest Skills That Got People Hired in 2014 – LinkedIn

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Source: blog.linkedin.com

Any surprise about #1? And note the number of marketing oriented skills.

December 17, 2014

[FREE REPORT] The Untapped Video SEO Opportunity – Conductor Learning Center

Did you know that video will drive 79% of traffic by 2018? How about the fact that most retailers aren’t taking advantage of video marketing? According to our study with Invodo, just 16 of the top 100 retailers have more than 10,000 videos on their site!

Get ahead of the video marketing surge by downloading The Marketer’s Guide to Video SEO. Here’s what’s inside Part I: The Untapped Video SEO Opportunity.

Exclusive research that breaks down how top retailers are performing with video content
Insight into why video impacts search rankings
A compelling case for video SEO’s power to drive business

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Source: www.conductor.com

Clearly aimed at the B2C audience, but applies to the B2B space. You may want to consider executing on this as it would provide a bit of a market advantage at little cost.

December 17, 2014

What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream

What’s the right social media strategy for your business? It depends on your industry. Learn the best social media strategies for verticals including business, tech, and travel.

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Source: www.wordstream.com

Click through for the multi-page infographic.

December 17, 2014

How To Use #Twitter Cards And Drive Social Traffic To Your Blog – #infographic – Digital Information World

Twitter cards are simple to implement, yet provide a big impact to your social engagement on Twitter. Here’s an infographic that offers a 4-step guide to driving traffic with Twitter Cards.

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Source: www.digitalinformationworld.com

December 17, 2014

Amplifying B2B Marketing Content with Google Plus – Relevance

With Google Plus, businesses can target certain ‘circles’ of influence and promote personalized marketing content to self-selected audiences.

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Source: relevance.com

December 17, 2014

The Top 15 MarTech Articles Curated Wednesday, 12/17/14

Today’s curated articles collected for your quick review:

>> The Biggest Content Gap in Technology Marketing – Gartner

>> Using Scrumban (Scrum + Kanban) for agile marketing – Chief Marketing Technologist

>> An Epic Landing Page Makeover That Debunked 3 Optimization “Best Practices” – Unbounce

>> 100+ Social Media Marketing Resources from 2014 – Social Media Online Classes

>> Form Conversion Rate Benchmarks For Your Year-End Reporting – Formstack

>> Where Is Jeff Weiner Taking LinkedIn? – Re/code

>> State of the Industry: The past, present and future of retargeting according to 1,000 marketers – AdRoll Blog

>> More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting – Marketing Land

>> Getting the Most Out of Your Blog Images – Buffer

>> Big data investment up, but marketers still struggle with analysis – Trends & Ideas – BizReport

>> The Next Era of Marketing: Aditya Joshi of Bain on Strategists, Technologists and Analysts – Marketo

>> 2015 Marketing Budget Trends, by Channel – Marketing Charts

>> The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic] – Profs

>> The Content Marketing Stack [Infographic] – B2B Infographics

>> The State of Marketing Leadership: New Research & #Infographic – Salesforce

See ALL Top Curated Marketing Technology Articles here.

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December 16, 2014

The Biggest Content Gap in Technology Marketing – Gartner

A few weeks ago, Jon Reed (of diginomica), and I had an interesting (at least we thought so!) dialog via twitter and blog comments about case studies.  We both were lamenting the lack of great case studies in the technology industry.  But we had a disagreement about what needs to be in them.  Jon, who is a savvy businessman and strong technologist, is a big believer that case studies should almost always have information on implementation, training, and support.  I, on the other hand, believe in fit for purpose.  If you are using a case study to illustrate why someone should consider doing something different, you don’t need to talk about implementation details.  Save that for later.  For me, it’s all about where you see the case study helping the reader in their buying process.

That being said, within this dialog was something that I may have unintentionally implied was not important.   That is the necessity to provide potential buyers with details on implementation, training, and support.   The lack of good content in this area is, for me, the biggest gap in technology marketing.

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Source: blogs.gartner.com

He’s right!! And it’s as if the case study is left for the channel partner to create! I smell…OPPORTUNITY!

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