October 22, 2014

B2B Creativity Rising from the Dead, and the Top 9 MarTech Articles Curated Wednesday, 10/22/14

“I think it’s fair to say that personal computers have become the most empowering tool we’ve ever created. They’re tools of communication, they’re tools of creativity, and they can be shaped by their user.”

Bill Gates

And without a doubt this applies to marketing technology!

 

Yes, the B2B old school creative has withered away, but it’s been replaced by a new creative spirit: the use of marketing technology to achieve goals.

 

If you just utilize MarTech for what it is, e.g., its functionality, its processes, then there’s a lack of creativity. You’re just taking what exists and applying it directly to your cause. But MarTech offers an incredible degree of creativity in how you execute your strategy, and you won’t find those pointers in the app FAQs and tutorials.

 

Redirects, multiple offers, personalization, customized offers, repeated optimization, etc., etc. It’s not the feature set offered by MarTech, but how you use it! Consider those features as your palette of colors from which you can design whatever flows you want.

 

So it’s a different kind of creativity available to the B2B marketer. Implication: the B2B marketer needs to tap the right-side of the brain to configure wonderful approaches to the market, and needs the left-side of the brain to methodically pursue implementation, testing, reporting.

 

It’s the very successful B2B marketer who engages both sides of the brain. So just consider that MarTech offers a rebirth for the right-siders so long as there is knowledge of MarTech capabilities.

 

“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:

>> How 9 SaaS Companies Hacked Their Growth – KISSmetrics http://sco.lt/97Zg3t  #MarTech

>> Adobe report finds massive 43% growth in online video watching – VentureBeat http://sco.lt/6DHcuX  #MarTech

>> Adobe emerges as marketing cloud leader, beating out Salesforce, Oracle, IBM and more – VentureBeat http://sco.lt/6C9EOH  #MarTech

>> The Harsh Truth About Marketing Automation – Überflip http://sco.lt/6xlRSb 

>> CMOs Paralyzed by Paradigm Shift (and CIOs Aren’t Helping) – CIO http://sco.lt/4uoLXF 

>> B2B Marketing Must Focus On 1:1 – Forbes http://sco.lt/4q3Z6f  #MarTech

>> Top 10 Dreamforce Vendors, listed by G2 Score – G2 http://sco.lt/5IN3Kb  #MarTech

>> The Purchasing Behavior of B2B Buyers – Profs http://sco.lt/7I3lGD 

>> Seven Skills Marketers Need to Succeed [Infographic] – Profs http://sco.lt/6SBZEv  #MarTech

 

See ALL Top Curated Marketing Technology Articles here.

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October 22, 2014

How 9 SaaS Companies Hacked Their Growth – KISSmetrics

Digest…

1. Build a big email list.

Who did it? AppSumo (Noah Kagan)

 

2. Go referral crazy.

Who did it? Dropbox

 

3. Piggyback on free marketing platforms.

Who did it? Airbnb.

 

4. Be exclusive.

Who did it? LinkedIn.

 

5. Give people money.

Who did it? Paypal.

 

6. Make a wait list.

Who did it? Mailbox.

 

7. Dominate content marketing.

Who did it? Buffer App.

 

8. Be free.

Who did it? Evernote.

 

9. Give your customers a killer customer experience.

Who did it? Help Scout.

 

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Source: blog.kissmetrics.com

Not all apply, e.g., #8 is a very difficult business model. But the little things lead to big opportunities, e.g., #1. Click through for a quick write-up on each.

October 21, 2014

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

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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Source: venturebeat.com

A tsunami.

October 21, 2014

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

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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Source: venturebeat.com

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. 

October 21, 2014

The Harsh Truth About Marketing Automation – Überflip

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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Source: hub.uberflip.com

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.

October 21, 2014

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

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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Source: www.cio.com

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

October 21, 2014

B2B Marketing Must Focus On 1:1 – Forbes

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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Source: www.forbes.com

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

October 21, 2014

Top 10 Dreamforce Vendors, listed by G2 Score – G2

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Source: about.g2crowd.com

For entertainment purposes only…

October 21, 2014

The Purchasing Behavior of B2B Buyers – Profs

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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Source: www.marketingprofs.com

October 21, 2014

Seven Skills Marketers Need to Succeed [Infographic] – Profs

Career Management – What are the most important skills that a marketer needs?

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Source: www.marketingprofs.com

October 21, 2014

The Death of B2B Creativity, and the Top 9 MarTech Articles Curated Tuesday, 10/21/14

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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October 20, 2014

Data is a Marketer’s Best Friend – TechTarget | Mktr2Mktr

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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Source: mktr2mktr.com

And keep your data clean!

October 20, 2014

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

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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Source: www.demandgenreport.com

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

October 20, 2014

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

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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Source: blog.formstack.com

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.

October 20, 2014

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

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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Source: www.socialmediaexaminer.com

Just don’t kill your peeps with company stuff.

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