October 31, 2014

The Top 10 MarTech Articles Curated Friday, 10/31/14

Today’s curated articles collected for your quick review:

>> blog.TrustRadius: Top 10 Fastest Growing Marketing Automation Platforms http://sco.lt/81ePRJ 

>> How to Use Cialdini’s Principles and A/B Testing to Increase Sales and Conversions – Duct Tape Marketing http://sco.lt/7yFDsX 

>> Twitter and IBM’s Partnership Means Better Data Solutions for Marketers – ClickZ http://sco.lt/83qnhJ 

>> LinkedIn Q3: Marketing Solutions Revenue Up 45% As Bizo Integration Continues – AdExchanger http://sco.lt/6j6jHV 

>> 11 Killer Tips to Leverage SlideShare’s Power in Your Visual Content Marketing – CMI http://sco.lt/6gcjtR 

>> 5 Things You Need to Know About Data Management Platforms – ClickZ http://sco.lt/8nKTC5 

>> 7 Current Design Trends Every Marketer Should Know – HubSpot http://sco.lt/6Wt9Xd 

>> Responsive Typography: Bigger, Brighter, Bolder – DesignWebKit http://sco.lt/5m3L4z 

>> Creative Content Curation Tools for Social Media Managers – infographic http://sco.lt/6d8KP3 

>> Infographic: How to calculate the ROI of a landing page using Google analytics – The Hub http://sco.lt/4kTBwX 

 

See ALL Top Curated Marketing Technology Articles here.

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October 30, 2014

blog.TrustRadius: Top 10 Fastest Growing Marketing Automation Platforms

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Source: blog.trustradius.com

Wait a second: Pardot + ExactTarget = #1. 

October 30, 2014

How to Use Cialdini’s Principles and A/B Testing to Increase Sales and Conversions – Duct Tape Marketing

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Source: www.ducttapemarketing.com

It’s about using established principles as the basis for rethinking current campaigns, and testing accordingly.

October 30, 2014

Twitter and IBM’s Partnership Means Better Data Solutions for Marketers – ClickZ

“Twitter and IBM have partnered to combine Twitter’s firehose of social data with IBM’s analytics in an effort to offer business solutions to marketers overwhelmed by social data.

The companies have joined forces to partner Twitter’s data with IBM’s analytics tools to better inform business decisions. Through the partnership, IBM and Twitter will offer a set of enterprise applications that analyze tweets based on geography, public biographical information, and the emotion expressed in the tweet. IBM also plans to train 10,000 employees to consult with businesses on the best use of Twitter data.

The new applications could improve marketers’ understanding of “affinity categories, purchase habits, purchase readiness, and more” “

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Source: www.clickz.com

This is an FYI so that we can all look for the offerings from Twitter. And it’s a perfect example of how the marketer is challenged to connect all these wonderful technologies into one platform.

October 30, 2014

LinkedIn Q3: Marketing Solutions Revenue Up 45% As Bizo Integration Continues – AdExchanger

Digest…

LinkedIn’s revenue grew 45% YoY in Q3 to $568 million. Its Marketing Solutions division also increased 45% YoY, totaling $109 million in revenue. Marketing Solutions, which makes up 19% of LinkedIn’s total revenue, is one of the social network’s three lines of business.

 

LinkedIn also integrated B2B advertising platform Bizo in Q3, which it acquired for $175 million. LinkedIn intends to build an “end-to-end B2B marketing platform.”

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LinkedIn’s and Bizo’s teams, CFO Steve Sordello said, are working on developing lead nurturing across the Web through display ads and finding ways to augment LinkedIn Sponsored Content. Analysts asked repeatedly about the “off-network” LinkedIn opportunity and how Bizo will help advertisers.

Source: www.adexchanger.com

The B2B Marketer has to be curious about the forthcoming LI/Bizo platform: the potential is enormous.

October 30, 2014

11 Killer Tips to Leverage SlideShare’s Power in Your Visual Content Marketing – Content Marketing Institute

Digest…

With a huge potential for content marketing and not many marketers using it, here are 11 killer tips to really power up your SlideShare visual content marketing.

1. Think like an infographic

2. Make it clear

The whole idea of using SlideShare in content marketing requires the presentation to be used as a standalone form of content. 

3. Repurpose blog posts

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4. Add the details

When you upload the presentation, fill in the fields completely. Pick the category that best fits your presentation and audience. Make your written description as detailed as possible. You get 3,000 characters, which is quite a bit of content real estate. The more details you add, the better chance you have at posting a presentation that gets attention. Don’t forget to add valuable keywords in the tag field.

5. Post infographics and videos

6. Share every presentation

7. Produce frequently

8. Make a killer cover slide

The cover is the most important slide of your entire presentation. This is what draws in people to view your presentation. Make it as visually powerful as you can.

9. Create a powerful headline

The value of the headline is as great in SlideShare as it is for a written article. SlideShare recommends writing a great headline as the number one way to get featured.

10. Keep it short

11. Use a call-to-action

Source: contentmarketinginstitute.com

Especially #8 and #9: it’s superficial, but powerful. Nail those two factors, and half of your job is done.

October 30, 2014

5 Things You Need to Know About Data Management Platforms – ClickZ

Digest…

1. It’s About Data

Most B2B brands now have lead scoring, and marketing automation tools, so they can take targeting to a level no social network can with their data alone. So how do you combine social data, data from your marketing automation tool, and other data sets together? Your DMP, that’s how.

 

2. Self-Serve vs. Full-Service

Odds are you are using a DMP without even knowing it. If you use a tool like Demandbase, AdRoll, Terminus, or any other ad serving platform, those ads are being targeted by using their DMP.

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3. The Trend Is Growing

This isn’t a pipe dream that you should expect to have in place in 10 years.

 

4. First- and Third-Party Data

The DMP allows you to combine your data with data from other data sources – your data (first party) can be melded with, or cross-referenced with, other data (third party) to give you more information than ever before. So, imagine having a list of all of your leads in stage one, and overlaying a dataset giving you all of their social handles.

 

5. Cross-Device Connecting

The IAB is working on a new type of tracking, which will allow you to track a single user across devices. With that, you could track a single person from each device they are on, and their engagements can be tied back to a central location. That location would be your DMP. So, connecting lots of different data from different places is the key of the DMP.

Source: www.clickz.com

And this is why the LinkedIn/Bizo combination looks to be very powerful. Imagine real time appending with new information.

October 30, 2014

7 Current Design Trends Every Marketer Should Know – HubSpot

Digest…

1) Flat Design 

Flat design eliminates shadows and other design features that make graphics look three-dimensional. Skeuomorphic design is outdated — the digital world no longer pines after a midway design featuring “real-world” details such as stiff computer folders or copied lines on a calendar app. Flat design requires less complex coding and images, instead including more white space, larger buttons, and clearer font.

 

2) Infinite Looping Videos 

These videos are seamlessly weaved into the header of a webpage — no play button or flash needed. These videos display various moving scenes, yet remain static on the page. 

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3) Detailed Cut-Out Images With Solid Light Background

This web graphic is made up of a detailed cutout image laid on top of a nearly or completely solid color background. This style of graphic is continuously being featured on top rated design websites’ product pages. Hint: You can find this trend on Apple’s product pages.

 

4) Custom Illustrations and Icons 

Say goodbye to awkward stock photos and hello to custom animations as one of the latest design trends. Whether they are educational, product-orientated, or culture-based, custom illustrations are can be a central design tactic for some companies

 

5) Grid Design 

Whether it comes across as clean, sharp, stately, or quirky, grid design can be used for a variety of purposes. Giving visitors a glimpse into different facets of a website’s content, grid design is kind of like a collage, emphasizing visuals and bold text. 

 

6) Fixed Header Bar 

A fixed header bar lives on the top of a website — and remains at the top of a page no matter how far down a visitor scrolls down on a page. Although this is a feature a developer will have to code, it also is a graphic design element because it ties together the entire look of a website.

 

7) Unique Geometric Shapes 

Web design is also moving toward incorporating unique geometric shapes — not just typical squares and rectangle.

Source: blog.hubspot.com

If you’re a B2B marketer but not a designer, this post is for you.

October 30, 2014

Responsive Typography: Bigger, Brighter, Bolder – DesignWebKit

Digest…

Despite the growing trend to visuality and great use of photos, pics and sketches to present data on the web, there is still much about text. Web is still 95% about typography and we still need to read lots of text to get all the necessary information. That’s why typography is still one of the main design elements that requires a lot of attention and thought-out approach.

 

In responsive web design typography plays essential part. People won’t stay long with the website if they need to strain their eyes to read the info. Responsive typography matters as much as responsive layout structure, customizing images and navigation comfort. And making a text responsive usually means more that simply resizing the text container and refill it with the same text.

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Source: designwebkit.com

The author’s absolutely correct: although your design may be responsive, your typography may be completely inappropriate for a mobile device (not to mention a wearable).  Click through for specific guidance.

October 30, 2014

Creative Content Curation Tools for Social Media Managers – #infographic

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Source: www.digitalinformationworld.com

October 30, 2014

Infographic: How to calculate the ROI of a landing page using Google analytics – The Hub

Optimize your landing page with these stats.

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Source: www.thehubcomms.com

October 30, 2014

The Top 10 MarTech Articles Curated Thursday, 10/30/14

 Today’s curated articles collected for your quick review:

>> Data-Driven Marketing Drives Customer Advocacy- HuffPost http://sco.lt/79gjVx  #MarTech

>> Introducing The Internet Retailer 2015 Guide to B2B E-Commerce – Internet Retailer http://sco.lt/8kOjzt  #MarTech

>> Salesforce’s Reinvention As A Marketing Behemoth | TechCrunch http://sco.lt/5Kva5p  #MarTech

>> One Social Metric That Actually Means Something – Martin Kihn, Gartner http://sco.lt/5E2oBl  #MarTech

>> And Now for the Dark Side of B2B Content Marketing | Marketing Technology Blog http://sco.lt/6uMfXV  #MarTech

>> B2B End-User Buyers Are Human, Too – eMarketer http://sco.lt/5aXWFN  #MarTech

>> The Definitive Guide To LinkedIn Groups For Marketing – Forbes http://sco.lt/5G206D  #MarTech

>> A New Take on the SFA Time-to-Value Curve – Gartner http://sco.lt/585ESP  #MarTech

>> Global Search Marketing Best Practices – ClickZ http://sco.lt/6fO3NZ  #MarTech

>> Email Open and Click Rates, by Subject Line Length – Marketing Charts http://sco.lt/6EqplZ  #MarTech

 

 

See ALL Top Curated Marketing Technology Articles here.

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October 29, 2014

Data-Driven Marketing Drives Customer Advocacy- HuffPost

Digest…

6 Ways Data-Driven Marketing Leads to Customer Advocacy 

 

1. Digital marketers adopt a data-driven mindset to drive business outcomes – [Tobias Lee, CMO for the Tax & Accounting division of Thomson Reuters] believes that to be effective in marketing today you have to be data driven. Data can help marketers understand who the customer is and help them become more intelligent to understand what the optimal mix might look like to market to that customer. Digital marketers must understand and be comfortable with using data to drive rapid decisions and actions that lead customers forward from a marketing context.

 

2. Customer journey mapping and persona development - “We spend a lot of time with persona developments and customer journey mapping around use cases. We look at the posture a customer might be at during the buyer’s journey and we put together a recipe of success that we think will take them from research to evaluation,” says Lee.

 

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3. Content development is a team sport – The problem with content, explains Lee, is that it is painful to create, time consuming and the content experts don’t consider it their job. After trying many things that didn’t work, Lee came up with a more efficient model for content creation. The business owns the creation of raw content, and then they pass it over to central marketing to smooth it out and create the tone, then creative formats it correctly with the intention of how it will be delivered.

 

4. The right content must be delivered at the right time, right channels - Once you have great content, marketers are faced with this omni-channel challenge. The number of different areas you want to introduce yourself to potential customers is larger than ever. The signal-to-noise ratio is a challenge and marketers need to consider when it may be the most interesting time for that person to look at and engage with what you have to offer.

 

5. Relevance is a function of business outcomes – “Having this data gives you credibility and a seat at the table to be able to speak to the business context and helps connect to business related issues, such as how do we grow the business and keep and retain happy customers. The numbers provide the proof that you are actually doing it and without this proof, marketing quickly becomes expendable,” says Lee.

 

6. Partner with line-of-business to establish alignment and common goals- Lee believes that digital marketers must be able to connect the multi-channel marketing dots. In the past, he has even gone as far as having marketing be commissioned just as sales people to bring about an understand that a certain amount of marketing leads will help sales produce a certain percent of contribution to revenue, encouraging marketing to have the same level of accountability and discipline as sales.

Source: www.huffingtonpost.com

The article delves into specific details as to how the data is used within the marketing function, and that’s what makes the post particularly useful. Worthy of a click ‘n read.

October 29, 2014

Introducing The Internet Retailer 2015 Guide to B2B E-Commerce – Internet Retailer

Digest…

Taking their lead from the world of B2C e-retailing, B2B companies are upping their e-commerce game—to roughly $1 trillion in the U.S. alone, according to estimates from Gartner Group and Forrester Research Inc.

 

And the industry is growing at nearly four times the rate than B2B e-commerce, as e-commerce sites and e-marketplaces operated by and for manufacturers, distributors and wholesalers respond to a growing demand among buyers for the option to purchase online.

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Furthermore, buyers carry expectations of a shopping experience as seamless and time-saving as if they were consumers on a B2C site.

 

• 48% of B2B customers will place 50% or more of their orders online within three years

• 7.3% is the average conversion rate on B2B e-commerce sites, compared with 3% for retail sites

• 67% of B2B e-commerce professionals expect to increase their technology budgets in 2015, while only 2% expect smaller budgets.

• 8% is the percentage of online revenue that B2B e-commerce professionals expect to spend on technology in 2015

Source: www.internetretailer.com

Mind boggling numbers relative to B2C. Anyway, the report is available for a fee.

October 29, 2014

Salesforce’s Reinvention As A Marketing Behemoth | TechCrunch

Digest…

No rebranding effort is more evident than in the marketing cloud section. The recasting shows how Salesforce is managing the integration of the acquisition extravaganza of the past three years, which was dubbed by the media as a marketing software Frankenstein that brought Radian6, Buddy Media (and Social.com within) and ExactTarget for a total price tag of about $ 3.5 billion.

 

The new marketing cloud communication is a pleasant surprise for all involved in online marketing and demonstrates that Salesforce it is successfully negotiating its entry into the marketing galaxy. Out goes “listen – publish – advertise” and the respective brands associated to each of the silos. Interestingly, it now talks about managing “customer journeys” and not relationships. The new motto is “acquire – onboard – engage,” which, indeed, represents the journey of a customer from “seeing” to “buying” a product.

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Source: techcrunch.com

In other words, SFDC is becoming a marketer’s marketer. In this case, it was the Benioff et al roadmap that led to the repositioning of SFDC as a marketing behemoth.

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