November 21, 2014

“Gold Rush,” and The Top 14 MarTech Articles Curated Friday, 11/21/14

Ever see “Gold Rush” on the Discovery Channel? Highly rated show about three companies of miners in Alaska looking to come away with their seasonal motherlode. The miners  have to cull through tons and tons of rock, dirt, mud, etc. to find their daily take of gold. As an analogy, I go through 700+ articles each day to find the best marketing technology content to deliver to you, and believe me when I say there is a ton of crapola out there: poorly written, overly simplistic, non-factually based stuff through which I wade to find MarTech posts that will help you each day. Labor of love.

 

It sometimes happens that I need to choose between articles from the same source so that I’m delivering a broad cross-section of content (and sometimes the articles are too important to discard, so I find myself curating 2x from that source in one day). But that’s a rare event, and far more often I’m running the content through a sluice to find value.

 

Point: there’s a ton of dung published each day from which you need to find the gold flakes. Don’t bother: I’ve got this covered. So forward The Marketing Technology Alert to colleagues so that don’t have to waste time panning.

 

Today’s curated articles collected for your quick review:

>> 3 Opportunities for Marketing Automation Providers in 2015 – ClickZ

>> G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms – G2 Crowd

>> Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva

>> Lead Scoring Strategies for Agencies: Best Practices – Marketing Action Blog – Act-On

>> Salesforce’s Benioff: The Wave analytics cloud’s market potential is ‘far beyond’ $1B | VentureBeat

>> 4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates – Unbounce

>> 10 Keys for Starting a B2B LinkedIn Group to Generate Leads – Social Media B2B

>> Conversion Rate Optimization Maturity Model – Econsultancy

>> Copywriting: Brevity is the soul of marketing | MarketingExperiments

>> 8 Budget Templates to Manage Your Marketing Spend [Free Download] – HubSpot

>> The Secrets Of A Memorable Infographic – Fast Company

>> 13 SEO Copywriting tips [Infographic] – Smart Insights Digital Marketing Advice

>> B2B Sales Benchmark Research Finds Some Pipeline Surprises [INFOGRAPHIC] – Salesforce

>> How to Become a Google Analytics Superhero [Infographic] – B2B Infographic

See ALL Top Curated Marketing Technology Articles here.

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November 20, 2014

3 Opportunities for Marketing Automation Providers in 2015 – ClickZ

Digest…

1. Intelligent Learning

Thus far, marketing automation tools work like databases, requiring marketers to manually build segments. Such solutions are missing intelligent learning. They fail to apply the data we collect, which means we can’t continuously optimize the next message.

 

2. Attribution

Every marketer wants to know what works and what doesn’t. That’s why attribution is so important. And while we might not yet be able to do as much tracking and crediting as we’d like, marketing attribution vendors are improving their capabilities all the time. 

 

3. More Message Delivery Options

The platform can’t reach the anonymous prospects at the top of the funnel. In other words, it can nurture leads but it can’t drive new customers. This is why it was so exciting when Oracle acquired BlueKai earlier this year. With BlueKai’s data, Oracle is now in a position to create a platform that targets new customers with personalized messages across all channels. Put another way, Oracle now has the ability to take customers all the way down the marketing funnel.

 

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Source: www.clickz.com

I’d switch out #1 with Predictive, i.e., an overlay of predictive across each MAP. I’ll take that tomorrow. Completely agree with Attribution, but its so damn hard in the B2B arena unless it is an eCommerce sold offering.

November 20, 2014

G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms – G2 Crowd

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Source: about.g2crowd.com

Click through for details. G2 Crowd: the Yelp or TripAdvisor for the MarTech world.

November 20, 2014

Twitter now lets you share tweets privately via direct messages | VentureBeat | Business | by Kia Kokalitcheva

You can finally share tweets through private direct messages, Twitter announced today.

With the feature, you can send a public tweet to a follower privately as you would with a link, for example. To do so through the Twitter mobile app, open and long-press on the tweet from your timeline, and choose “Share via Direct Message.” From Twitter.com or TweetDeck, tap the “••• More” icon, and select “Share via Direct Message.” The user you sent the message to will be notified, and the tweet will show up embedded in the conversation.

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Source: venturebeat.com

FYI.

November 20, 2014

Lead Scoring Strategies for Agencies: Best Practices – Marketing Action Blog – Act-On

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Source: blog.act-on.com

So long as marketing and sales are at the same table, this should be fairly easy to conquer so long as everyone is using the same vernacular! 

November 20, 2014

Salesforce’s Benioff: The Wave analytics cloud’s market potential is ‘far beyond’ $1B | VentureBeat

Digest…

It shouldn’t come as a surprise that Salesforce.com chief executive Marc Benioff is bullish about his company’s newest software, the Wave cloud service for visualizing data. But it’s good to keep in mind just how big of an opportunity lies ahead, at least from Benioff’s perspective.

 

Indeed, the company today told analysts that it was expecting $6.5 billion in revenue for its 2016 fiscal year. And considering that Benioff is, as he put it, “extremely optimistic” about Wave’s capabilities from a money-making perspective, it’s fair to believe that soon enough Wave will become a major contributor to the company’s top-line revenues, right up there with Salesforce’s popular sales cloud for tracking leads.

 

But while Wave is already available in app stores, providing “analytics for the rest of us,” Benioff said it’s not just an application. He sees it as a platform on top of which other applications can be built.

 

 

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Source: venturebeat.com

The over/under when Wave will be spun-off as a separate company: 2019. I’m taking the under.

November 20, 2014

4 Steps to Writing Emails with Drastically Higher Open and Click-Through Rates – Unbounce

Digest…

1. Write like a human… to other humans

The number one mistake most email marketers make is writing like a business.

Unless you’re about to announce that you just released the iPhone 7, not writing like a real human to other real humans is killing your open and click-through rates.

 

2. Pay attention to the only three lines that matter

An estimated 65% of all emails are now opened on a mobile device.

That means, when it comes to open rates, you’ve got just three lines to convince the average subscriber to come inside:

→ Subject line

→ The first line of your email

→ From line

 

3. Make your emails mobile responsive

 

4. Ask questions

If you want to create engaging and click-compelling emails, then you need to engage your subscribers in an actual conversation. In my experience, the best way to achieve this is to ask questions.

 

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Source: unbounce.com

At this point, if your emails are not using responsive, let me know where you work so that I can send over a slap upside the head.

November 20, 2014

10 Keys for Starting a B2B LinkedIn Group to Generate Leads – Social Media B2B

Digest…

1. Start with your Product or Service in Mind

2. Determine the Most Likely Buyer

3. Never Mention the Product

4. Create a Closed Group

5. Manage it like a Community

6. Build it like a 3-Layer Cake: Start the first layer by getting your staff to join the group so it has a bit of a head start. The second layer includes your closest business partners and some existing customers. Let them know the purpose of the group and that their interaction is encouraged. Once the group has that lived in feeling, invite some targeted prospects to join the group. This is the top of the cake. They are the ones to focus on, and it helps that they are joining an active, growing group.

7. Know What Content to Share

8. Engage the Group

9. Practice Both Inbound and Outbound Lead Generation

10. Remember Marketing Led, Sales Fed

 

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Source: socialmediab2b.com

It’s on the to do list. Somewhere on the list. Look: if you have a dedicated social medialite, great. If not, then I don’t know where this will end up on your hit list.

November 20, 2014

Conversion Rate Optimization Maturity Model – Econsultancy

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Source: econsultancy.com

Excerpted from a larger report ($695). Amazing to me how often testing is ignored. Just start small and build on it. C’mon man.

November 20, 2014

Copywriting: Brevity is the soul of marketing | MarketingExperiments

Copy that communicates succinctly with customers is often a last thought in copywriting, making relevance a true casualty of your effort to connect with customers. Read this MarketingExperiments Blog post about an email experiment featured in a recent Web clinic that increased clickthrough 27%.

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Source: www.marketingexperiments.com

Brevity? Simplicity? Runs absolutely counter to the often preferred long copy format. You know how you can know? TEST!!! That’s all this post proves: the value of TESTING!!!!

November 20, 2014

8 Budget Templates to Manage Your Marketing Spend [Free Download] – HubSpot

The bundle includes individual budget templates for the different segments of your marketing program, allowing you to drill down and document particular costs and line items. Best of all, we’ve set up the templates so Excel will do all of the calculations for you: When you enter in new data, your totals are updated automatically.

The bundle includes budget templates for the following areas: 

Events
Branding & Creative
Content
Paid Advertising
Product Marketing
Public Relations
Website Redesign

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Source: blog.hubspot.com

The price is right. Can’t hurt.

November 20, 2014

The Secrets Of A Memorable Infographic – Fast Company

Excerpt…

“The most memorable visualizations, by far, contained elements that fell under the category of “human recognizable objects.” These were images with photographs, body parts, icons—things that people regularly encounter in their daily lives. “Human recognizable objects will instantly make it more memorable,” says Doctoral student Michelle Borkin of Harvard’s School of Engineering and Applied Sciences. All but one of the 12 most memorable images in the study had a recognizable component.

 

Beyond that, Borkin and company discovered a few secrets to infographic success. Color was key; visualizations with more than six colors were much more memorable than those with only a few colors or a black-and-white gradient. Visual density—what some of us might call “clutter”—wasn’t a bad thing either. In fact, images with a lot going on were significantly more memorable than minimalist approaches. Roundness was another hallmark of memorability (after all, our brains do love curves).

 

On the contrary, basic bar graphs and charts were easy to forget. That surprised Borkin at first, who thought these visualizations might be memorable because people become familiar with them at an early age. Instead, they proved too similar to distinguish, eliciting a high false-alarm rate—meaning study participants thought they’d seen already them when they had not. As Borkin and her collaborators put it: “all the bar charts look alike.””

 

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Source: www.fastcodesign.com

SCIENCE!! Now you have some data to back up your design direction. Feel free to now conquer the world. Or your infographics.

November 20, 2014

13 SEO Copywriting tips [Infographic] – Smart Insights Digital Marketing Advice

A reminder of the latest thinking on copywriting for SEO and conversion If you’re not an SEO specialist, but are involved with writing or reviewing website. Marketing topic(s):On-page optimisation. Advice by Susanne Colwyn.

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Source: www.smartinsights.com

More on the importance of SEOing your content. I referred to this a few days ago, and here you go. Pre-content and post-content must be reviewed by your SEO pro(s).

November 20, 2014

B2B Sales Benchmark Research Finds Some Pipeline Surprises [INFOGRAPHIC] – Salesforce

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Source: blogs.salesforce.com

Missing: the quantity of opportunities, or the relative percentage to each other. I don’t doubt the percentages, but the number of email campaign leads usually far exceed the number of social leads.

November 20, 2014

How to Become a Google Analytics Superhero [Infographic] – B2B Infographic

How to Become a Google Analytics Superhero

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Source: infographicb2b.com

Follow these steps, and you’re a sidekick. Superheros go way beyond this. You wanna be Mermaid Man or Barnacle Boy?

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