October 24, 2014

The Hottest MarTech Topic is…, and the Top 11 MarTech Articles Curated Friday, 10/24/14

We’ve have converging marketing events that are leading to a huge shift in MarTech thinking: rapid growth of MarTech offerings fueled by venture capital, market consolidation (e.g., SFDC and Pardot), continued innovation (e.g., predictive), DB growth and complexity, insufficient supply of human capital, growing budgets, demand for attribution, etc.

 

All of these factors are coming together right now and leading to this huge question: how do you like your Marketing Cloud?

 

It came to a head this week with Forrester’s announcement, on the heels of Dreamforce no less, that Adobe is your Marketing Cloud leader, with SFDC right behind. Adobe, a single source for all your MarTech needs (well, not all but most) brings all of its technology under one roof in a consolidated, integrated cloud. Doesn’t have everything you want, but what it has works well together.

 

And Forrester’s evaluation had SFDC just a shade behind Adobe. SFDC, with its inherent best of breed approach, allows the user the opportunity to piece together best of breed components that somewhat work together…but not quite. They’re not there yet, e.g., don’t tell me Pardot is fully integrated with SFDC: you have to connect Pardot with SFDC, and that’s not full integration, now is it? However, you’ve great flexibility to work with many different applications beneath the SFDC umbrella, so its variety providing you with many different opportunities.

 

To API or not to API, that is the question…for next week.

 

“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:

>> Putting Your CMO in Charge of Marketing Technology Pays Off! | Marketing Technology Blog http://sco.lt/53yQRl  #MarTech

>> [Infographic] Do CMOs Like to Play the Field? – Servant of Chaos http://sco.lt/8Jrci9  #MarTech

>> CMOs Challenged by Marketing Technology Sprawl and the Need to Unify Data – MarketWired http://sco.lt/6Su521  #MarTech

>> Why Marketing Tech Investments Will Change in 2015 – eMarketer http://sco.lt/5M4LzN  #MarTech

>> How Adobe Plans to Win the Marketing-Cloud Battle – Advertising Age http://sco.lt/4wVd8T  #MarTech

>> The pros and cons of marketing automation – Econsultancy http://sco.lt/8yj2IL  #MarTech

>> Email Marketing: Graphic design elements lift clickthrough 11.97% | MarketingExperiments http://sco.lt/7Mjpj7  #MarTech

>> How Big Was Penguin 3.0? – Moz http://sco.lt/8jkhBR  #MarTech #SEO

>> PQL: Using Predictive Scoring to ID New Qualified Leads – Lattice http://sco.lt/7kA10T  #MarTech #Predictive

>> How to Use the LinkedIn Data Export Tool to Improve Your Marketing | Social Media Examiner http://sco.lt/6pWlVZ  #MarTech

>> I’m a Marketer, How Can I Justify Marketing ROI [INBOUND 2014] – HubSpot http://sco.lt/4ux6y9  #MarTech

 

 

See ALL Top Curated Marketing Technology Articles here.

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October 23, 2014

Putting Your CMO in Charge of Marketing Technology Pays Off! | Marketing Technology Blog

Putting Your CMO in Charge of Marketing Technology Pays Off! by Douglas Karr on Marketing Technology Blog


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Source: www.marketingtechblog.com

More from the Tealium/CMO Council study, which is available for $99.

October 23, 2014

[Infographic] Do CMOs Like to Play the Field? – Servant of Chaos

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Source: servantofchaos.com

October 23, 2014

CMOs Challenged by Marketing Technology Sprawl and the Need to Unify Data – MarketWired

Digest…

Chief marketers are fast becoming expert urban planners fighting enterprise data sprawl in their digital marketing technology portfolios. They are being challenged to bring disciplined development and cross-functional harmonization to what is an ever more crowded, data-producing landscape.

 

A new study published today by the Chief Marketing Officer (CMO) Council and Tealium, the leader in real-time unified marketing solutions, finds strong links to suggest that improved business and marketing performance are directly related to having a formal roadmap for digital marketing technology acquisition, integration and data unification. 

 

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 The study revealed:

• Forty-two (42) percent of CMOs who own their marketing technology strategy see greater business impact than those who do not.

• Those with a formal strategy contribute more to overall revenue and value creation. Half (50 percent) are able to achieve more targeted, efficient and relevant customer engagements, and 39 percent achieve greater return and accountability of marketing spend.

• CMOs who manage and integrate technology are achieving measurable business and operational gains. Nearly one-third (30 percent) of CMOs who say they manage and integrate technology extremely well or pretty well are seeing tangible business value, with 51 percent of those achieving greater revenue contributions.

• Those who integrate a technology strategy within their overall marketing strategy are able to achieve more personalized customer interactions across channels. Fifty-nine (59) percent of those who have integrated this strategy report achieving more targeted, efficient and relevant customer engagements.

• Less than half (44 percent) of senior marketers surveyed say they have a formal marketing technology strategy and program to further business goals.

• Just 16 percent of marketers report their marketing technology strategy is tightly aligned to the business strategy.

• Only 3 percent of marketers say they are doing extremely well at integrating marketing technologies across functions.

• A surprising 54 percent of marketers are not sure whether their marketing technology investments are producing tangible business value. 

Source: www.marketwired.com

Seemingly a tale of two cities. But take a step back, and you’ll see that the first wave of MarTech (purchase, implementation, revenue gen) is working well. We’re just starting the second wave: integration, alignment with corporate objectives, etc. is still new, i.e., we’re not there yet.

October 23, 2014

Why Marketing Tech Investments Will Change in 2015 – eMarketer

Marketers are aware that integrating technologies is just as important as acquiring the right ones. When evaluating new tools to invest in, nearly half of respondents said it was critical for them to be able to fully integrate the new with the old. This makes sense when one considers that 40% of respondents’ workflows weren’t as efficient as they needed to be because technologies they used didn’t work in tandem and that 31% and 28% lost time and accuracy to data integration issues, respectively.

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Source: www.emarketer.com

There are two discussions going on right now: the debate over single source vs. best of breed, and if the latter, the issues with integration. As Adobe will attest, the cloud should be the centerpiece for cooperative workflows.

October 23, 2014

How Adobe Plans to Win the Marketing-Cloud Battle – Advertising Age

Digest…

What it comes down to, Brad Rencher, general manager of Adobe’s digital marketing business said, is producing a system which helps marketers make sense of data, share it effectively across functions and put it into action when it matters.

 

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“Competitively, what we’re looking to build is a platform or a system that can basically help organizations work better together so their search marketer, their social marketer and the mobile marketer can actually be friends and work together,” Mr. Rencher said.

 

Many marketers still prefer selecting best-in-breed products as opposed to going with a full suite from one company, Mr. Rencher readily admits. But, he said, some are coming around. “I wouldn’t say the whole market is coming there, but the early adopters saying, ‘You know what, I’m done. Give me the marketing cloud, give me all the capabilities.'”

Source: adage.com

You don’t want to call it MRM, but it really is MRM the way its supposed to be: linking people, data, workflows all together.

October 23, 2014

The pros and cons of marketing automation – Econsultancy

Digest…

Cons:

– >  Too much messaging?

There’s a danger that automation leads companies to communicate with their customers too frequently. Companies cannot be relevant all of the time, only when a customer wants to (whether they know it or not) hear from them.

– >  It’s complicated

– >  Smaller segments need better customer profiles (and more content)

Although nobody would suggest broad brush marketing is a good thing, the opposite can be a curse, too. Chasing ever more personal interactions could be futile because users can only be differentiated by what information you have about them, and how much confidence you have in that data.

– >  You’ll have to invest in technology

 

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Pros:

– >  Staff satisfaction

Technology has made marketing and media a more interesting and fertile industry. Getting to grips with automation might just save the soul of the poor email marketing executive who spends his every day setting up email shots.

– >  More messaging, more time, more channels, more sales

– >  Testing opportunities

Source: econsultancy.com

Higher quality MQLs, personalization, reporting, path to ROI, etc. C’mon man!

October 23, 2014

Email Marketing: Graphic design elements lift clickthrough 11.97% | MarketingExperiments

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Source: www.marketingexperiments.com

As usual, the moral of the story is…TEST!

October 23, 2014

How Big Was Penguin 3.0? – Moz

Digest…

A problem with Penguin 3.0 is that our expectations are incredibly high. We assume that, after waiting more than a year, the latest Penguin update will hit hard and will include both a data refresh and an algorithm update. That’s just an assumption, though. I firmly believe that Penguin 1.0 had a much broader, and possibly much more negative, impact on SERPs than Google believed it would, and I think they’ve genuinely struggled to fix and update the Penguin algorithm effectively.

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My beliefs aside, Pierre Far tried to clarify Penguin 3.0’s impact on Oct 21, saying that it affected less than 1% of US/English queries, and that it is a “slow, worldwide rollout”. Interpreting Google’s definition of “percent of queries” is tough, but the original Penguin (1.0) was clocked by Google as impacting 3.1% of US/English queries. Pierre also implied that Penguin 3.0 was a data “refresh”, and possibly not an algorithm change, but, as always, his precise meaning is open to interpretation.

 

Nothing in our data suggests that Penguin 3.0 was a major update, but our data is just one window on the world. If you were hit by Penguin 3.0 (or if you received good news and recovered) then nothing I can say matters, and it shouldn’t.

Source: moz.com

Bottom-line: based on the Moz analysis (as best as I could interpret!), there wasn’t much of an impact. I could optimistically say that we’ve all learned a lesson regarding the importance of content.

October 23, 2014

PQL: Using Predictive Scoring to ID New Qualified Leads – Lattice

“We’re using Lattice predictive scores to uncover a new bucket of marketing qualified leads (MQLs). This allows us to continue passing “traditional MQLs” (determined the old-fashioned way using traditional lead scoring) and test a new segment of leads that are deemed qualified due to high predictive scores. This new bucket, which we deemed PQLs or “Predictive Qualified Leads” have high scores for buyer fit (typically account level indicators) but they may not be particularly (or even slightly) engaged.

 

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During our initial roll out, we’re testing this new cohort blindly with our sales team. We still pass our traditional MQLs but we now also pass PQLs that meet a high threshold for predictive score. Our SDR team calls each segment according to the same cadence and SLAs, which should yield some very accurate conversion comparison data. We’ll share the results in a future blog post.

 

The lesson here for me is that marketers need not abandon their activity-based scoring if they feel like it’s working for them. Test it! See how the lead buckets compare.”

Source: www.lattice-engines.com

A very smart approach, and this is a case study from Lattice (so if they’re doing it, perhaps we should as well).

October 23, 2014

How to Use the LinkedIn Data Export Tool to Improve Your Marketing | Social Media Examiner

Digest…

Why the LinkedIn Data Export Tool?

If you haven’t discovered the free LinkedIn Data Export tool or if you’ve found it but haven’t used it, you’re missing out.

 

The insights you can glean from your own behavior give you an important overview of how. If your clients will share their files with you, all the better.

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The Data Export tool is in your LinkedIn Privacy and Settings section. To find the Data Export tool and request an archive, follow these instructions:

1. Go to your Privacy and Settings section. It’s on the far right under the Account and Settings link (the tiny picture of you).

2. In your settings, click the Account tab on the bottom left side.

3. Click the link for Request an Archive of Your Data.

4. Click the Request Archive button.

 

According to LinkedIn, it takes 72 hours to get the link to your zipped archive, but the few times I’ve used the Data Export tool, I’ve received it within 24 hours.

Source: www.socialmediaexaminer.com

And in the post, the author describes the 7 most important files to first look at. Typical CME post: full of important guidance.

October 23, 2014

I’m a Marketer, How Can I Justify Marketing ROI [INBOUND 2014] – HubSpot

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Source: www.slideshare.net

October 23, 2014

The Weather’s Impact on Conversions, and the Top 9 MarTech Articles Curated Thursday, 10/23/14

(B2B Marketers may be peeling away too many layers of the testing and optimization onion. So to that end, I present you with this…)

October 23, 2014

Chicago

 

In a surprising announcement, a marketing analyst company confirms that weather has a profound impact on B2B conversion rates across a variety of channels, thus providing B2B marketers with yet another predictive variable with which to work in order to maximize campaign ROI.

 

In a new report from Lúdis.us written by Chief Analyst Jack Napier, a variety of weather factors have been found to impact B2B conversion rates, ranging from temperature, humidity, barometer readings and heat index. In some cases, the pollen count also impacted CTRs and conversions.

 

“After applying a variety of algorithms across a large database of B2B campaign reports, we found that there is an inverse relationship between temperature and conversions: simply put, the higher the temperature, the lower the conversion rate,” said Mr. Napier. “The same holds true with a variety of other weather metrics, i.e., the higher the metric, the lower the conversion rate.”

 

After discovering this inverse relationship, Napier went to work on multivariate analysis, studying the impact of a variety of different combined weather variables and its impact on performance. The result is a complex table referred to as the J.O.K.R. engine, where a user can enter a variety of weather variables to see the subsequent impact on marketing performance metrics, including email, social, social advertising, content marketing, etc. The J.O.K.R. engine is available only to Lúdis.us clients.

 

Interestingly, the engine includes an entry field for the day of the week and the time of day. “We have also found that the day of the week combined with weather patterns will have different results. Not only that, there is some preliminary evidence that tidal levels combined with weather will change results, so we will shortly be adding this variable to the J.O.K.R. engine as well,” said Napier.

 

“We anticipate that these finding will start a whole new marketing discipline, where companies will emerge with a variety of services predicting weather patterns and subsequent conversion rates. Once we complete our weather studies, we next plan to tackle polar bear migration’s impact on B2B marketing performance.”

 

You can read a report summary here.

 

“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:

>> Google tries to rethink email (again) with Inbox, a new service inspired by Google Now – VentureBeat http://sco.lt/7FnGKn  #MarTech

>> 5 Email Growth Hacks From Someone Who Amassed A List of 750,000 – Forbes http://sco.lt/8J9g5B  #MarTech

>> The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Copy – Copyblogger http://sco.lt/6p7F9l  #MarTech

>> Content Curation, No Longer a Buzzword – CMO Essentials http://sco.lt/8XqQ41  #MarTech

>> Could LinkedIn Steal http://Salesforce.com ’s CRM Share? – AdExchanger http://sco.lt/6l4BVJ  #MarTech

>> What CMOs Need To Know About Google’s New Structured Snippets – Marketing Land http://sco.lt/4o9L8r  #MarTech

>> CMOs More Accountable In Proving ROI, Yet Lack Resources To Execute http://sco.lt/8rMLFx  #MarTech

>> Eye Tracking in 2014: How businesses can stay on top of changes and ensure they get listed – Moz http://sco.lt/721zZh  #MarTech

>> Five Reasons Your Social Analytics Are (Probably) All Wrong – Gartner http://sco.lt/8V4pXt  #MarTech

 

See ALL Top Curated Marketing Technology Articles here.

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October 22, 2014

Google tries to rethink email (again) with Inbox, a new service inspired by Google Now – VentureBeat

“Today Google announced Inbox, a new email client which collects and organizes emails to highlight “important info at a glance.” The service is only available in private beta for now.”


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“According to Google, Inbox includes “Bundles,” a feature which groups emails by category; “Highlights,” which makes it easier to find important emails; and snoozable reminders, which mirror the features of Boomerang, a popular Gmail plugin.”

Source: venturebeat.com

FWIW

October 22, 2014

5 Email Growth Hacks From Someone Who Amassed A List of 750,000 – Forbes

Digest…

1. Optimize your top pages

One of the fastest ways to acquire email addresses is to look at the pages that generate most of your traffic, and optimize those pages to capture email addresses. Another not-so-obvious page is your about us page. This is commonly one of the most frequented page on websites, and should be taken advantage of to capture emails.

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2. Rock the bonus content

Noah creates bonus content related to his blog posts, like a checklist or excel template. He then strategically places a call to action to this content in the top ⅓ of his blog post. You’ll also notice on his blog that he has no right rail to capture email address. Noah explains that people want you to tell them what they should do, and he wants his readers to focus on his relevant bonus content.

This strategy has increased his email conversions by over 12%!

 

3. Create email-based courses and recycle content

Noah launched Summer of Marketing earlier in June as series of emails that teach the basics of marketing. The beauty of this strategy is that that along with some original content, he re-used many of his blog posts and packaged them as part of the weekly emails you’d get when you sign up for this course. He acquired over 5,000 contacts with this strategy.

 

4.  If you don’t ask, you won’t get

To start his presentation, Noah first asked everyone in the audience who was or who wasn’t familiar with his AppSumo business. For those unfamiliar, Noah responded almost instinctually “to go to appsumo.com, and now enter your email address to get our great deals.”

 

5. Have one core goal, and reverse engineer it.

You most likely can relate. It’s all too easy to have numerous goals that you juggle and end up not hitting any of them. Noah keeps it simple by having one core goal that ties into everything he does. They created one simple spreadsheet with 20 rows that outlined the different channels where they could acquire contacts, from guest posts, to Facebook ads, to online email courses. Each channel had a forecasted reach and a conversion rate, all totaling to 50,000 contacts. As the proverb goes, keep it simple stupid.

Source: www.forbes.com

SumoMe’s list building efforts was briefly mentioned yesterday in a post from KISSmetrics, so this caught my eye as it gave more detail.

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