September 2, 2014

Is Predictive the New New Thing in Marketing Technology? | Lattice Engines

Digest…

Though it may feel foreign to marketers, predictive analytics can uncover fresh insights about your prospects and customers. It can also accurately predict buyer intent, in turn helping you better understand how customers will respond to messages, offers and interactions in ways that were previously not possible. By leveraging data science to make sense of all the data available, the savviest companies are marketing and selling more intelligently. Predictive analytics is emerging as central to the modern marketing organization.

 

While the concept of predictive marketing is now emerging as the next frontier, the truth is that the technology has been around for some time. Lattice entered the space back in 2006 and with the market now catching up, some of the best names in venture capital are jumping in and investing in the opportunity.

 

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Source: lattice1.wpengine.com

Lattice’s complete positioning is around predictive, and it’s starting to take significant root.

September 2, 2014

A Predictive Analytics Primer – HBR

Digest…

By understanding a few basics, you will feel more comfortable working with and communicating with others in your organization about the results and recommendations from predictive analytics.  

 

The Data:  Lack of good data is the most common barrier to organizations seeking to employ predictive analytics. All in all, it’s a fairly tough job to create a single customer data warehouse with unique customer IDs on everyone, and all past purchases customers have made through all channels. If you’ve already done that, you’ve got an incredible asset for predictive customer analytics.

 

The Statistics:  Regression analysis in its various forms is the primary tool that organizations use for predictive analytics. The analyst performs a regression analysis to see just how correlated each variable is; this usually requires some iteration to find the right combination of variables and the best model.

 

The Assumptions:  The big assumption in predictive analytics is that the future will continue to be like the past. What makes assumptions invalid? The most common reason is time. If your model was created several years ago, it may no longer accurately predict current behavior. The greater the elapsed time, the more likely customer behavior has changed. Another reason a predictive model’s assumptions may no longer be valid is if the analyst didn’t include a key variable in the model, and that variable has changed substantially over time.

 

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Source: blogs.hbr.org

Regression Analysis is not that hard, but having the right data in place? That will take some work. But once you have that data, apply it to your 3rd party data provider to help your outbound efforts.

September 2, 2014

How to Use Social Media to Drive Traffic for B2B Companies – KISSmetrics

Digest…

1. Figure out an unboring angle.

2. Feature a real person.

3. Hire someone good.

4. Back your social media with your content marketing.

5. Use LinkedIn

 

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Source: blog.kissmetrics.com

Please click through for the details behind #3: without a doubt, this is the biggest obstacle facing marketers today, and it will absolutely peak in 2015-16.

September 2, 2014

The 5 Biggest Changes in 5 Years of Inbound Marketing – Buffer

Digest…

1. Facebook is bigger, but trickier for marketers

2. Marketers grapple with Google+

If a cat has nine lives, Google+ has had ten. Truly, it’s hard to think of a social network whose death has been more exaggerated or whose success has been more prematurely lauded. Regardless of Google+’s overall adoption as a social network, I wouldn’t ignore it. Why? Hint: It has something to do with the characters before the “+”.

 

3. SEO continues to evolve

Marketers watch Google’s search algorithm like the rest of us watch the weather. The latest algorithm change, Hummingbird, is most well-known for having infused higher importance on comprehensive questions and associated context (versus solving for individual words), while the roll-out of “in-depth articles” has created a brand new category of content results that goes well beyond click-bait.

 

4. Talent is getting harder and harder to find

Everybody is shifting more resources to inbound marketing, so demand has been skyrocketing. But supply is not growing fast enough.

 

5. Visual content continues to grow in popularity

Marketers have always known that a picture is worth a thousand words, but now there are social networks predicated solely on this notion. The visual trend is impossible to ignore.

 

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Source: blog.bufferapp.com

Replace #1 with LinkedIn, and LinkedIn is not getting trickier, but far more useful for the B2B marketer.

September 2, 2014

9 Blogging Tools Every Blogger Should Be Using | Social Media Examiner

Digest…

#1: BuzzSumo

Use BuzzSumo for content brainstorming or to plan blogger email outreach and social media marketing campaigns.

 

#2: Stay Focusd

The free StayFocusd app (available on Chrome only) is a must-have for any online blogger or marketer.

Stay Focusd lets you block out websites of your choice.

 

#3: Add From Server

Enter Add From Server, which lets you simply import any files you’ve uploaded into the WordPress media library.

 

#4: Easy Tweet Embed

With Easy Tweet Embed, blog owners can easily create multiple pre-populated tweets in their blog post. The pre-populated tweets make it easier for readers to retweet the posts.

 

#5: Easy Pricing Tables

Easy Pricing Tables is an incredibly simple and effective solution if you want to sell memberships for premium content on your blog,

 

#6: Internet Archive

Are you audio blogging or podcasting? If the sizes of your audio files exceed what you can store on Podomatic or Soundcloud without paying an additional monthly fee, I recommend Internet Archive.

 

#7: Namechk

Before you launch any online presence for your business, make sure all social media accounts related to your name are available. That’s where Namechk.com comes in.

 

#8: Easelly

Easel.ly has a lot of templates you can start with and each one is simple to modify. Just drag and drop the elements, add your text, and change the colors.

 

#9: Markdown Quicktags

Do you write blog posts outside of WordPress? To move your posts into WordPress with automatic formatting, learn how to write posts using multi-markdown symbols and install the Markdown Quicktags plugin.

 

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Source: www.socialmediaexaminer.com

Click through for details to each tool. #2 is a stretch, but I’m considering switching over from Firefox to use this tool.

September 2, 2014

Accenture Interactive 2014 CMO Insights Survey

 

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Source: public.tableausoftware.com

ACTION ITEM: find about 15-20 minutes and go through this wonderful workbook. Excellent material.

September 2, 2014

The top five ad exchanges every marketer should be using – Marketing Pilgrim

Digest…

DoubleClick Ad Exchange (Google)

Microsoft Media Network (Microsoft)

Marketplace by Adtech (AOL)

OpenX

AppNexus

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Source: www.marketingpilgrim.com

Click through for a quick overview of each. Now I don’t think you SHOULD be using them, but if you do (as a result of your testing and modeling), please do so in conjunction with Retargeting.

September 2, 2014

Differences between CRM and social CRM – Econsultancy

 

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Source: econsultancy.com

September 2, 2014

How to Hack a Custom Twitter Background [Quick Tip] – HubSpot

Digest…

1) Make sure your image is big enough.

So instead of aiming for a specific dimension, make sure the image is big enough to accommodate larger screen sizes, while keeping the file size under 2 MB.

For what it’s worth, Netflix used an image that was 2200 pixels x 1200 pixels, and it looked great on both a 13″ monitor and a 24″ monitor — these dimensions are probably good jumping-off points for the rest of us. Ultimately, the key to a successful custom Twitter background isn’t the total size — it’s where you position the objects within the image. 

 

2) Make sure the objects in your background aren’t going be blocked by the tweet itself. 

To make sure that the objects in your background aren’t being covered by the tweet, place them toward the left and/or right of the screen. If you want to make sure that you’re not going too far left or too far right, remember that the tweet area is constant — it occupies the middle 640 pixels. As long as your design appears more than 320 pixels to the right or left of the middle of the browser, your background should be in good shape.

 

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Source: blog.hubspot.com

Be prepared to iterate to get it right

September 2, 2014

Video Content Marketers Enthusiastic About Channels Effectiveness – Marketing Charts

Virtually all video content marketers believe that the channel is becoming a more important form of marketing and sales content, and 7 in 10 feel that it is better than other content types at producing desired results or conversions, per results from a study [download page] conducted by Demand Metric and sponsored by Vidyard. Survey respondents – half of whom are B2B-focused – are investing more in video content and claiming better results.

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Source: www.marketingcharts.com

I’ll just keep scooping video-based posts until you cry uncle.

September 2, 2014

How To Grow With Inbound Marketing – HubSpot

 

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Source: www.slideshare.net

September 2, 2014

The Social Media Etiquette Guide for Business [infographic] – OMI

 

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Source: www.onlinemarketinginstitute.org

September 2, 2014

Promoted Tweet Best Practices – Marketing Technology Blog

How to Drive Business with Twitter and Promoted Tweets by Douglas Karr on Marketing Technology Blog

Source: www.marketingtechblog.com

September 2, 2014

Marketing Foundations Analysis Tool – David Raab and SAP

Description…

Complete the following 10 min survey and receive a personalized analysis of your organization’s current marketing technology foundation. We will also provide recommendations on strategies to improve your marketing systems, based on thought leader, David Raab. In addition, you’ll be able to compare your results against those from peer companies. Once you’ve completed the survey, you’ll be able to email the analysis and receive additional information.

The Marketing Foundations Analysis Tool is especially useful for marketing professionals with a solid understanding of their organization’s current marketing systems and shared processes.

 

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Source: www.marketingtechgap.com

This is very cool. Use it to benchmark.

September 2, 2014

When the Best is Not the Best, and the Top 13 Marketing Technology Articles Curated Tuesday, 9/2/14

“10 Things to Consider”

“The Types of Content that Get the Best ROI”

“3 Strategies That Will Help Your Business Prosper”

“7 Marketing Cheat Sheets You’ll Use Again and Again”

And so on and so forth.

 

These are article titles from today alone, and suggest the best of X is right in the article. Heed the advice, move forward, and become a better B2B Marketer.

 

Or not.

 

The point is that the “best” might not be the best for you. It’s rare that we come across an article whose methodology is so quantifiably sound that it truly is a “best of.” The articles we read are subjective, based on the SME’s experiences.

 

So what to do?

 

Take these articles as a starting point. The author has done a bit of legwork on collecting the sample of whatever, and has done a bit of evaluation to come up with a ranking. Now move forward with your own process: review the sample, find others, come up with a methodology, and…

 

TEST!

 

Testing is the only way to determine if there’s a fit between your needs and the suggested course of action. And here’s the important point to remember: technology allows you a means to quickly and easily test (at least quicker and easier than pre-tech days).

 

Evaluate the options. Find other options. Test. That’s when the Best Of is truly the Best Of.

 

 

“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:

– > Expert Lead Nurturing Tactics That Will Work For You Too – GetResponse Blog http://sco.lt/8tSTS5 

The Case For Embracing B2B Social Marketing – Marketing Land http://sco.lt/5VKuPp 

What is Growth Hacking? Does it Really Differ from Traditional Marketing? – Marketing Technology Blog http://sco.lt/4ycdft 

Twitter rolls out analytics tools for everyone – VentureBeat http://sco.lt/9CPCNt 

B2B marketers are using a lot more video and reporting increasing ROI – The Hub http://sco.lt/8K3I1Z 

Google Kills Authorship, Photos and All – HubSpot http://sco.lt/6dWVNJ 

7 Marketing Cheat Sheets You’ll Use Again and Again – Kapost Content Marketeer http://sco.lt/6811w9 

The Future of Content Marketing: 10 Things to Consider Today – CMI http://sco.lt/4wDK7N 

3 Powerful Content Creation Strategies for Social Media Marketers – #infographic – Digital Information World http://sco.lt/5mRW3F 

The Types of Content that Gets the Best ROI – Socially Stacked http://sco.lt/6SjkQr 

The Content Grid v2 – PaperShare http://sco.lt/8J3h4L 

 

See ALL Top Curated Marketing Technology Articles here.

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