April 18, 2014

The 5 Things a Marketer Should Never Do, and The Top 12 Marketing Technology Articles Curated Friday, 4/18/14

See on Scoop.itThe Marketing Technology Alert

Not testing. Everything needs to be tested, either A/B or MVT, so that you can arrive at the best answer quickly. The technology is there, thus ending the incessant rhetoric.

 

Not optimizing. Just as everything needs to be tested, everything needs to be optimized. Every single thing: landing page, emails, written pieces, video, slides…everything. If it’s for public consumption, then it needs to be optimized.

 

Not learning the soft stuff. Ranging from your competition to your vertical to your profession.  It’s an absolute must to constantly be atop your part of the universe: not only is ignorance not bliss, it kills. Hey: read the Marketing Technology Alert every day (subscribe to receive the daily edition via email).

 

Not learning the hard core stuff. The nitty-friggin-gritty. Dive head first into a marketing automation platform. Build out a SFDC instance. Get neck deep in integration. Really (really) understand analytics.  You can’t effectively communicate with peers, supervise staff or manage partners if you don’t have the background. Walk the walk, and don’t look or sound like a horse’s ass.

 

Not expressing. Blog, tweet, post. Just write. And not asinine dreck, e.g., I’m sick of my boss BS. Substantive stuff that is justifiable and of interest to others in your industry. You’ve got insight: get it out there.

 

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:

– > New marketing automation rankings: Enterprise usability still sucks – VentureBeat http://sco.lt/8m7e0v

– > Digital marketing is now reappropriating the sales budget – Chief Marketing Technologist http://sco.lt/6B2HhJ

– > Customer Experience Matrix: Matching Marketing Technology to Business Strategy: A Starting Framework http://sco.lt/4svHHd

– > Using Neuroscience to Design a Better Blog – KISSmetrics http://sco.lt/72Bfnt

– > Very, Very Best Social Plugins for WordPress – ‘Net Features – Website Magazine http://sco.lt/8rIH2X

– > 7 Dead Simple Ways To Make Your Own GIFs – Fast Company http://sco.lt/87kToH

– > Brands Can Now Turn Google+ Posts Into Interactive Display Ads – Marketing Land http://sco.lt/93nRuT

– > Marketing Research Chart: How are marketing departments allocating budgets? – Sherpa http://sco.lt/8JoQq1

– > Marketers Embrace, But Still Struggle With, Content Marketing – Demand Gen Report http://sco.lt/9BX1Cj

– > Infographic: Everything you need to know about Facebook’s new image dimensions – The Hub http://sco.lt/6NAuYb

– > Infographic: Search versus Social Advertising – The Drum http://sco.lt/8qFjsH

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

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April 18, 2014

How Beckon plans to simplify the modern marketer’s ‘big data’ problem – VentureBeat | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Advanced/ Digest…

“Marketers now have email systems, social tools, a media agency with TV, radio, and print insights, web tools, A/B testing, and search analysis,” Beckon CEO Jenny Zeszut told me. “But where finance has its own set of data tools and sales has CRM, marketers don’t have a single system that ties it all together.”

 

Beckon, which started in private beta over a year ago and announced a $10 million funding round today, takes reports from all those systems and automagically analyzes, arranges, and presents the data in one single report. It acts much as Tripit, which you forward your flight arrangements to to get a comprehensive record of your travel. In Beckon’s case, simply cc Beckon on all your regular reports, and the software munches through your PDFs, PPTs, DOCs, XLSes, and other report formats to find, understand, and correlate all your data.

 

The typical scenario, Beckon says, is that companies employ IT, analysts, data scientists, or interns to sort through all the data sources and build up some comprehensive version of their data. But it’s hard and time-consuming, and it’s not always clear how your SEO results are linked to what your e-commerce engine is reporting, or how your email marketing campaign affected sales and your social media campaign affected visits. All the data is there, theoretically, and accessible, with effort … but the effort seems to be too great to allow for effective, real-time decision-making.

 

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iNeoMarketing‘s insight:

I wanted to get this to you so that you could keep an eye on Beckon over the short run. Quite impressive.

See on venturebeat.com

April 18, 2014

A Starting Point for Building B2B Personas – ClickZ | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Introduction…

To understand typical B2B customer needs, let’s break it down by phase of the buying journey. According to B2Beacon, there are four phases when viewed from the customer perspective: Explore, Evaluate, Purchase, and Experience.

 

You can learn more about these phases and the right content for each on B2Beacon - a new educational initiative from ClickZ in collaboration with B2B agency BusinessOnline and 30 leaders in digital marketing.

 

____________________________________________________

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iNeoMarketing‘s insight:

There is too much information to summarize, however, if you need a generalized backgrounder on the B2B persona’s mindset at each sales stage, you’ll want to click through (as well as visit B2Beacon).

See on www.clickz.com

April 18, 2014

Where Marketers Can Learn to Code – HubSpot | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Excerpt…

Check out one of the many online courses available. Here are some of the big ones:

  • Code Academy - As they say themselves, this is all about learning how to code interactively and for free. Reviews are great and I know quite a few HubSpotters who used this tool.
  • w3schools.com - They have a variety of classes for different tools and levels. There is also the option to get certified in your news skill (there is a charge here) so you can show off to your peers!
  • Code School - This is another tool that lets you learn from home — from the basics in HTML and CSS, to Javascript and other languages. Courses are paid but affordable, and you’ll get access to a variety of courses for your fee.
  • Make It With Code - They are very active in the debate on whether marketers should code and believe that yes, we all need a good understanding on what’s possible to create. This is a paid course and you’ll have access to support via IM.

 

____________________________________________________

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iNeoMarketing‘s insight:

The marketer doesn’t need to know all the details to coding, but in order to effectively communicate with developers, understand capabilities, and be able to make quick changes on your own (and that doesn’t mean your CMS’ WYSIWYG UI), it’s a must.

See on blog.hubspot.com

April 18, 2014

Salesforce ExactTarget Marketing Cloud Partners with Datalogix – The ExactTarget Blog | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Enter Datalogix and Facebook’s Custom Audiences, and marketers now have the ablity to find their ideal customers and target them with hyper-relevant messaging based on a more holistic view of their behaviors. Today, ExactTarget Marketing Cloud announced a new partnership that makes it possible to leverage Datalogix data within our Social.com and Active Audiences advertising solutions. You can read the full press release here.


From AdExchanger…

Salesforce.com’s clients now have access to what Datalogix claims is an offline audience data set that represents $1 trillion in spend.

 

This deal is a particularly important one for Salesforce.com, which recently watched Oracle snap up data exchange and data-management platform BlueKai. IBM recently bought email marketing and marketing automation provider Silverpop. While Salesforce.com has made its share of marketing acquisitions (its Marketing Cloud suite, for instance, was built by technologies from ExactTarget, Buddy Media and Radian6), questions remain around its paid media strategy.

 

Salesforce.com’s paid media capabilities primarily center around social advertising via Social.com and its Active Audiences tool, designed to allow agencies and brands to scale first-party data sets for targeted Facebook campaigns. The Datalogix partnership extends those data sets substantially.

 

____________________________________________________

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iNeoMarketing‘s insight:

Again, B2C, and it’s already occurring in the B2B world.

See on www.exacttarget.com

April 18, 2014

AgilOne Banks $25M Series C For Predictive Marketing Tech – AdExchanger | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Intermediate/ Digest…

AgilOne, a cloud platform designed to enable predictive marketing, has raised $25 million in Series C funding led by Tenaya Capital with participation from Next World Capital and Four Rivers Group.

 

AgilOne’s most recent raise was a $10 million Series B round last November, bringing its total funding picture to $41 million.

 

AgilOne is not the only vendor tackling email personalization. Its competitors include Sailthru and Custora, which claim to help marketers measure user value across the entire customer life cycle. Personalization through predictive marketing is also a hot investment area.

 

Sailthru recently raised $20 million in Series C funding to construct individualized profiles and predictive email. Programmatic email exchange LiveIntent, too, raised $20 million in recent months and TellApart acquired AdStack for email marketing optimization.

 

____________________________________________________

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).

iNeoMarketing‘s insight:

Yes, it’s B2C, but consider the size of the investment across all personalization/predictive companies, and you realize that it’s just a matter of time before it is infused into MAPs.

See on www.adexchanger.com

April 18, 2014

How to Dramatically Improve Your Google Authorship – KISSmetrics | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

How do to gain those trust signals that Google Authorship provides? How do you improve your authorship reputation, rise in the ranks, and gain more readers?

Intermediate/ Digest…

This article assumes two things:

  • You’re already on Google+, and
  • You have signed up for Google Authorship. If not, please do so.

Additionally, you can check out the video on adding Google+ Authorship for more information.

 

Now it’s time to dramatically improve your Google Authorship:

1. Write often.

2. Write for a variety of sites.

3. Verify all sites for which you write. Whenever you write for a site, you need to add it to your Google+ profile.

4. Become consistently active on Google+.

5. Grow your circles.

6. Monitor your Google Author Stats.

 

____________________________________________________

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).

iNeoMarketing‘s insight:

If improving your Google Authorship is important (and it should be given the importance of Google+), then you’ll want to incorporate these 6 steps into your calculus.

See on blog.kissmetrics.com

April 18, 2014

7 Lead Nurturing Strategies for Modern Marketers – ClickZ | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Depending on the scenario, a specific type of lead nurturing program will be required. Read on to discover a chart that will help you get the most out of any lead nurturing campaign.

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iNeoMarketing‘s insight:

The table covers the basics to lead nurturing tactics (and most if not all scenarios). Just remember your personas as you build out your nurturing efforts.

See on www.clickz.com

April 18, 2014

Why Google’s +Post ads Program May Be Important For You – Forbes | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Digest…

+Post ads can act as an accelerator to a content marketing program. If you are engaging in efforts to use content to expand your reputation and visibility online, this will immediately expand your reach. Traditional social media requires you to build an audience on their platform, and then you can share content to the audience you build. You get to accelerate that by participating in the communities on that platform, or building relationships with influencers. This is already great stuff.

 

An increasing number of brands are feeling compelled to engage in Google+. The addition of +Post ads makes G+ even more attractive. From Google’s perspective, not only does this help them monetize Google+, they get to do that without actually placing any ads on Google+ itself, and it will help them expose Google+ to more users via the extensive reach of the AdSense platform.

 

____________________________________________________

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iNeoMarketing‘s insight:

More on the very recent announcement from Google re: +Post ads. Think of it this way: it’s an easy first step towards paid content distribution.

See on www.forbes.com

April 18, 2014

Infographic: Which Is The Most Effective Digital Marketing Channel – Marketing Land | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Excerpt…

In summary:

  • SEO: 54% discover new sites this way; just behind email for qualified leads, 36%
  • Email: 51% discover new sites this way; tops for qualified leads, 40%
  • Social: 32% discover new sites this way; tied with paid search for qualified leads, 18%
  • Paid Search/SEM: 18% discover new sites this way; tied with social for qualified leads, 18%

 

____________________________________________________

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iNeoMarketing‘s insight:

If there are two staffers all B2B marketers need: an SEO expert (optimizing everything), and a marketing ops guru (to manage the technology, including email).

See on marketingland.com

April 18, 2014

The Importance of Visual Content in Marketing – infographic – Digital Information World | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

There are thousands, if not more, facts and figures that sing the praises of using visual content in your marketing strategy. Bandwagoncreative took a closer look at why visual content is important.

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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).

iNeoMarketing‘s insight:

Changing the mindset regarding written-to-visual is hard, however, the upside is so great that you must (MUST) think visual first. So easy to crank-out a written piece: couldn’t you just take that written piece and create a deck instead?

See on www.digitalinformationworld.com

April 17, 2014

The 5 Things a Marketer Should Never Do, and The Top 12 Marketing Technology Articles Curated Friday, 4/18/14

See on Scoop.itThe Marketing Technology Alert

Not testing. Everything needs to be tested, either A/B or MVT, so that you can arrive at the best answer quickly. The technology is there, thus ending the incessant rhetoric.

 

Not optimizing. Just as everything needs to be tested, everything needs to be optimized. Every single thing: landing page, emails, written pieces, video, slides…everything. If it’s for public consumption, then it needs to be optimized.

 

Not learning the soft stuff. Ranging from your competition to your vertical to your profession.  It’s an absolute must to constantly be atop your part of the universe: not only is ignorance not bliss, it kills. Hey: read the Marketing Technology Alert every day (subscribe to receive the daily edition via email).

 

Not learning the hard core stuff. The nitty-friggin-gritty. Dive head first into a marketing automation platform. Build out a SFDC instance. Get neck deep in integration. Really (really) understand analytics.  You can’t effectively communicate with peers, supervise staff or manage partners if you don’t have the background. Walk the walk, and don’t look or sound like a horse’s ass.

 

Not expressing. Blog, tweet, post. Just write. And not asinine dreck, e.g., I’m sick of my boss BS. Substantive stuff that is justifiable and of interest to others in your industry. You’ve got insight: get it out there.

 

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:

– > New marketing automation rankings: Enterprise usability still sucks – VentureBeat http://sco.lt/8m7e0v

– > Digital marketing is now reappropriating the sales budget – Chief Marketing Technologist http://sco.lt/6B2HhJ

– > Customer Experience Matrix: Matching Marketing Technology to Business Strategy: A Starting Framework http://sco.lt/4svHHd

– > Using Neuroscience to Design a Better Blog – KISSmetrics http://sco.lt/72Bfnt

– > Very, Very Best Social Plugins for WordPress – ‘Net Features – Website Magazine http://sco.lt/8rIH2X

– > 7 Dead Simple Ways To Make Your Own GIFs – Fast Company http://sco.lt/87kToH

– > Brands Can Now Turn Google+ Posts Into Interactive Display Ads – Marketing Land http://sco.lt/93nRuT

– > Marketing Research Chart: How are marketing departments allocating budgets? – Sherpa http://sco.lt/8JoQq1

– > Marketers Embrace, But Still Struggle With, Content Marketing – Demand Gen Report http://sco.lt/9BX1Cj

– > Infographic: Everything you need to know about Facebook’s new image dimensions – The Hub http://sco.lt/6NAuYb

– > Infographic: Search versus Social Advertising – The Drum http://sco.lt/8qFjsH

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

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).

April 17, 2014

The Most Important Marketing Position, and The Top 15 Marketing Technology Articles Curated Thursday, 4/17/14

See on Scoop.itThe Marketing Technology Alert

You have a limited budget (who doesn’t).  And your plans include significant investments in marketing technology.  But not people. You can add the technology, but not all the people you need. What do you do?

 

You need more content. You need SEO. You need to integrate the technology with internal systems. You need to tie together external systems. You need reporting. You need analysis.

 

You need a Marketing Operations guru.

 

Here’s why. You can stretch your current staff, but they won’t be able to meet the demand from all the new technology. The gaps have to be filled with outsourced talent, and that talent has to be defined, vetted, directed. No better person than a Marketing Ops pro who knows exactly what is needed to properly plan, implement, execute and manage the technologies that are rolling through the door.

 

Only the Marketing Ops pro can pull together the resources from the outside into a comprehensive effort so that you can maximize your investment.

 

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:

– > Act-On raises $42M to double down on ‘greenfield’ marketing automation – VentureBeathttp://sco.lt/7tTMZd

– > 10 Smart Tips to Leverage Google+ for Increased Web Traffic – Mozhttp://sco.lt/4ttG4n

– > 10 Creative Ways To Use Google+ For Your Blog – CoSchedulehttp://sco.lt/8GJVNh

– > 2014 Marketing Automation Performance Survey – Preliminary Results – Heinz Marketing http://sco.lt/7DwgaX

– > Wasted Words – Why Marketing Content Longer than 3 to 5 Items Does Not Work – Gartnerhttp://sco.lt/7sBbKD

– > Social Media Frequency: How Often To Post To Facebook, Twitter, LinkedIn – Fast Companyhttp://sco.lt/8ZgLxZ

– > 7 Modern Age SEO Myths – Forbeshttp://sco.lt/8aX9Ll

– > How to use video in email marketing in 2014 – Smart Insightshttp://sco.lt/6rSFZx

– > Applying Agile Methodology To Marketing Can Pay Dividends: Survey – Forbeshttp://sco.lt/79cZu5

– > Your Guide to Using Embedded Audio in Email – The ExactTarget Bloghttp://sco.lt/7BoyA5

– > 90% of marketers not trained in marketing performance, ROI – BizReporthttp://sco.lt/5cbM6z

– > The Customer Experience Index, 2014 – Qualtricshttp://sco.lt/5KHP4j

– > Why Snackable Content Should be Deployed in your Content Marketing Strategy – Digital Information World http://sco.lt/8rLKi1

– > The Best CRM: New vs Old [INFOGRAPHIC] – Salesforcehttp://sco.lt/7Za39t

– > What Should You Know About Marketing Automation? | Response Capturehttp://sco.lt/8IZTH7

 

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

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).

 

April 17, 2014

New marketing automation rankings: Enterprise usability still sucks – VentureBeat | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Digest…

Crowdsourcing software review company TrustRadius revealed its latest marketing automation ranking and buyers’ guide today, and here’s the consensus: Software for the enterprise still lacks the appeal of consumer versions.

 

For mid-sized companies, TrustRadius’ data says that Marketo and Pardot were the best products, with customer satisfaction ratings of 4.2 and 4.0 out of 5, respectively. And for smaller companies, Hubspot, Act-On, and Infusionsoft topped the list, with Hubspot getting top honors for an almost-perfect 4.8 customer satisfaction score.

 

The other trend is the distinction between single solutions, like a Marketo, and integrated marketing clouds like those offered by Adobe, Salesforce, Oracle, and perhaps IBM, which pull together a number of components such as social, marketing campaigns, and analytics into one suite.

 

____________________________________________________

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).

iNeoMarketing‘s insight:

The charts tell the whole story, and it’s not surprising given the focus: Eloqua on the Enterprise, Marketo and Pardot on the mid market. And not surprised that the larger vendors for the Enterprises score poorly on usability, as nothing is out of the box for the Enterprise.

See on venturebeat.com

April 17, 2014

Digital marketing is now reappropriating the sales budget – Chief Marketing Technologist | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Advanced/ Digest…

It probably comes as no surprise that digital marketing budgets are rising. But the velocity of growth is actually quite breathtaking. In research conducted by Gartner among their clientele, digital marketing budgets rose 20% in 2013. And they’re expected to rise again by double digits in 2014.

For large companies, those are large budgets being moved around in a short time span.

 

Where the money for this rising digital marketing budget is coming from:

  • Reinvestment from other marketing programs
  • Incremental increases to the overall marketing budget
  • Sales reinvestment, directly reducing the sales budget. In Gartner’s research, 22% of the participants said they reduced the sales budget because digital marketing activities have changed buyer’s paths to purchase.

 

Most businesses are increasing or significantly increasing marketing technology spend in direct expenses, capital expenditures, cross-charged expenses from IT, and expenses for marketing service providers. Green lights all across the board.

 

____________________________________________________

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).

iNeoMarketing‘s insight:

Scott Brinker pulls the highlights from the recent Gartner webinar. You can access the webinar at no charge by going here. At the very least, download the slide deck: full of great information (I’m reticent about scooping it as it lies behind a simple registration).

See on chiefmartec.com

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