April 23, 2014

An Insider’s View of MaaS, and The Top 10 Marketing Technology Articles Curated Wednesday, 4/23/14

I recently wrote a small take on MaaS titled “MaaS encompasses…everything?” and posted it on LinkedIn. Doug Petrole , Product Manager at nGenx, responded to that post with some interesting insight:

 

I worked for an organization that attempted to provide MaaS to our customers and prospects – it was quite possibly the largest double-edged sword I’ve seen to date.

$X/month had a defined scope – getting there was a challenge, and changes merited discussion. Extra projects had extra costs. The viability of the program went down as we added items to the project, especially around contract time. That doesn’t even factor in the challenge in selling to the customer, who probably wants the head-count.

There were a lot of benefits to the setup, though, when customers agreed to the scope and were shown a lot of value in the consultative approach. After a few months the plan started to come together and we built momentum and a sort of staying power for the customer/agency interaction.

Is it a good idea? When it works, absolutely. Is it hard to sell and can it cause headaches? Absolutely. Does bundling in creative work and revisions throw an extra monkey wrench into the mix? You bet.

If you’re going to attempt to implement a program like that I’d advise that you use an account team/sales rep that’s okay with a feast-or-famine situation.

 

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:

– > The Critical Ingredients Of Effective Demand Generation | B2B Marketing Insider http://sco.lt/5DNygD

– > Which Marketing Analytics Should You Be Looking At? – HubSpot http://sco.lt/9DoqB7

– > Moneyball for Marketers – Marketo http://sco.lt/7Dueqv

– > “The Leads Are Crap” – ClickZ http://sco.lt/4o780P

– > Image-heavy responsive sites drag down mobile performance: report – Mobile Marketer http://sco.lt/5mZgi9

– > Get Your Head into the Cloud – Cloud Adoption [Infographic] – B2B Infographics http://sco.lt/6lX2tV

– > The Definitive Guide To Conversion Optimization – QuickSprout http://sco.lt/56dBC5

– > Google AdWords RLSA: 3 Ways to Take Full Advantage – Search Engine Watch http://sco.lt/6xwimn

– > Five Commitments For CMOs Who Want To Rock Social Media – Forbes http://sco.lt/9Cy2mv

– > Infographic: Anatomy of a Perfect Event – Marketing Technology Blog – Marketing Tech Blog http://sco.lt/9M7bjV

 

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 23, 2014

CMOs — Send Your Marketers to Finance Classes – MarketBridge

Intermediate/ Excerpt…

Developing and reporting marketing ROI is not easy and most marketers do not like crunching numbers and analyzing data.  Depending on the length of the sales cycle, amount of data to input and measure, and reporting capabilities of the marketing automation platform, it can take a couple of years to master the process. The good news is the problem can be fixed.  Almost immediately, you can have your CFO and finance team present a “lunch and learn” session around key financial concepts and terminology.

 

In the short term, you may want to consider outsourcing the effort so that you can be reporting marketing ROI sooner than later.  In the long term, you definitely want to send your marketers out to a few finance classes so that they can eventually prove—and optimize—marketing ROI and strategy.  It is an investment that will definitely pay big dividends.

 

____________________________________________________

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:

This post is a response to the (depressing) study I posted on 4/16. The author is correct: as marketers, we cannot allow financial newbies (or less than that) to delve into the data and create the RIGHT reports. The investment in the technology deserves it.

See on blog.market-bridge.com

April 23, 2014

An 8-Step Plan for Migrating to a New Marketing Automation Program – HubSpot | #TheMarketingTechAlert

Intermediate/ Digest…

1) Take inventory.

Map out the workflows, lists, contact fields, and content such as landing pages, emails, blog posts and images that you have in your existing marketing automation program. “Just define what you have and what you need to bring over,” he says.

2) Do a clean-up.

As long as you’re in the middle of change, it’s a good opportunity to get rid of old offers and other assets you don’t need anymore. It’s also a good time to comb through your contacts database and get rid of some email addresses, for example ones that have bounced or ones that have not opened one of your emails in a long time.

3) Figure out which assets need to be changed.

Identify any adjustments that you need to make in workflows that are being carried over.

4) Export your data.

5) Put the pieces back together.

Start with landing pages and emails. “We took landing pages we had from Eloqua and applied styling and template changes,” Freeman says. “We recreated them in HubSpot, but with a new look and feel.”

6) Perform a sync.

Sync your contacts with Salesforce.com, and start recreating workflows, lists, and forms.

7) Test.

“We tested a lot before going live, but we also spent three days after going live with HubSpot looking out for problems, and fixing problems and oversights,” Freeman says. “That’s inevitable. There are going to be little hiccups. But we worked them out and everything was golden after that.”

According to folks at HubSpot, you might want to run the old and new systems in tandem for some period of time.

8) Shut off the old system.

 

____________________________________________________

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:

MAS to MAS. Interesting post from HubSpot, as market data is showing that companies are starting to migrate from one system to another. HubSpot clearly wants to layout a path.

See on blog.hubspot.com

April 23, 2014

How to Create an Infographic That Boosts Social Shares and Leads | Social Media Examiner | #TheMarketingTechAlert

Basic/ Digest…

If you want that attention on your marketing message, you’ll have to do more than share a picture surrounded by text. Here are seven steps to creating your first infographic.

#1: Plan Your Story Around Your Objectives

#2: Gather Your Data

#3: Sketch Your Idea

#4: Find Your Inspiration: Whether you have an infographic design in mind or not, it’s a good idea to look at what’s already out there (even if it’s just to ensure your idea is different enough to capture attention).

#5: Build Your Infographic

#6: Create Your Infographic’s Social Preview

#7: Share Your Infographic

 

____________________________________________________

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:

Seems like a simple task, but it’s numbers 1 and 2 that will require some quiet time to accomplish. And sometimes #2 comes before #1.

See on www.socialmediaexaminer.com

April 23, 2014

Email Marketing: A canvas for visual storytelling – Sherpa | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Digest…

The Dell team decided that utilizing a GIF in the email marketing campaign would be the best way to effectively tell the Ultrabook’s story, ultimately lifting revenue 109%.

 

“I think now more than ever with the deluge of emails in a customer’s inbox, trying to get them to click on something is so important,” David said. “People are very visual so it’s tremendously beneficial to give them something to look at instead of forcing them to read through a ton of text.”

 

Visual storytelling isn’t easy. It’s a delicate craft that requires a certain eye. But when it’s done right, it’s invaluable.

 

____________________________________________________

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:

Visual in emails…visual everywhere. Do it right, and watch your conversions skyrocket.

See on www.youtube.com

April 23, 2014

10 Design Mistakes to Avoid in an E-Commerce Website Design – Design Web Kit | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Digest…

Before you start designing and setting up your own E-Commerce website there are certain things you should always keep in mind for optimal performance. The following 10 points cover most mistakes that should be avoided during the website designing process.

  • No Detailed Focus on Products
  • Inconvenient checkouts
  • Inadequate Site Search
  • Neglecting customer service
  • Improper Content Flow & Complicated Navigation
  • Too much charge for Shipping
  • Bad Quality Images
  • Unclear contact information
  • Underestimating Mobile Devices
  • Displaying Cause for insecurity

 

____________________________________________________

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:

I’m including this as a part of the Alert’s update as B2B eCommerce has begun to play an important role in B2B marketing.

See on designwebkit.com

April 23, 2014

The Real Problem with ‘Best Time to Send Email’ – TowerData | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

In email marketing, there is no “best day/time” to send emails. Surprised? You shouldn’t be.

Basic/ Digest…

Have you ever come across a blog post that declares with absolute certainty the best time of day or the best day of the week to send emails? Of course you have! They’re everywhere. The problem is almost all of these blogs get it wrong. There simply is no “best day/time” to send emails.

 

Here’s what you should focus on instead: the best day(s) and time(s) for your list. How do you know what those are? Testing, testing and more testing.

 

Perfect timing means reaching the customer when the customer is:

  • Identifying a need
  • Researching options
  • Or deciding which offer to choose

In other words, perfect timing is reaching the customer when the customer is ready to read what you’re sending. And the only way you’ll know that time is to know your own list.

 

____________________________________________________

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:

I’ve been screaming this so often that I’ve lost hair on my head.

See on www.towerdata.com

April 23, 2014

Twitter’s New Profile Design – Circle S | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Digest…

The first major difference you’ll see with the new profile design is the header and profile images. The header image is 1500 x 500 and the profile picture is 400 x 400.

 

In addition to profile design, users can now filter tweets on profiles. You can filter by all tweets, tweets with photos and videos or just tweets and replies. Tweet text also now will get larger as they gain popularity. So the more retweets, favorites and replies that a tweet gets, the larger the text will appear.

 

Finally, users can also now “pin” tweets to the top of their profiles, just like Facebook. There are also spaces now between tweets to help with readability, instead of all of the tweets being directly next to each other. There is also now a sticky header for each profile to allow you to filter the tweets even after you have scrolled further down the page.

 

____________________________________________________

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 yours hasn’t switched over yet, then sit tight. It’s coming.

See on www.circlesstudio.com

April 23, 2014

How to Code HTML5 Video Background in Email | Litmus | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Advanced/ Introduction…

We used an HTML5 video background. That’s right: video background in an email. Click here to view the web version of the email.

 

The video background worked in the following clients:

  • Apple Mail
  • Outlook 2011 (Mac)
  • Thunderbird latest

 

As you can see, the HTML5 video degrades gracefully across all clients with the fallback image.

Due to an overwhelming response, we fast-tracked this blog post breaking down the methodology and process behind the email. Here’s a step-by-step guide to the implementation of this responsive email…

 

____________________________________________________

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:

It truly is a step by step guide on the best practice behind embedding video into an email, and it’s the best I’ve seen so far.

See on litmus.com

April 23, 2014

2 Mid-Funnel Lead Nurturing Mistakes – Marketo | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Digest…

1. Don’t Let Your Data Go Bad

Has your database been languishing all winter long, pulverized by the polar vortex of decay and desolation?  Tune it up by refreshing your customer information.

 

2. Don’t Get Too Fancy

So many marketers try to use all of features in their marketing automation platform, all at once — without stopping to think about the point of their technology. You invested in marketing automation so that you could have interesting, relevant conversations with the right people — not so that you could impress them with bells and whistles. So leave the complexity on the cutting room floor, especially when you’re first starting out. Keep it simple.

____________________________________________________

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:

It’s a common refrain that I frequently say as do others: when it comes to marketing automation, keep it simple.

See on blog.marketo.com

April 23, 2014

Marketing Budget Shifts From Traditional to Digital Media Might Be Slowing – MarketingCharts | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Excerpt…

Over the past couple of years there has been a growing body of research demonstrating a shift in marketing spending from traditional to digital media (examples here and here). But new signs are emerging suggesting that the pace of that shift is slowing: Duke University’s most recent CMO Survey found pessimism around future traditional ad spend easing, while a new report from the Society of Digital Agencies (SoDA) reveals that one-quarter of global client marketers this year planning to reallocate existing budgets into digital, down from 39% last year.

____________________________________________________

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:

As seen in the SoDA report from yesterday’s scoop.

See on www.marketingcharts.com

April 23, 2014

The 2014 Marketing Automation Performance Survey [infographic] – Brian Hansford | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

The 2014 Marketing Automation Performance Survey with Infographic from Heinz Marketing.

____________________________________________________

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).

See on brianhansford.com

April 22, 2014

The Importance of the MQL, and The Top 12 Marketing Technology Articles Curated Tuesday, 4/22/14

See on Scoop.itThe Marketing Technology Alert

MQL: Marketing Qualified Lead.  HubSpot:  “A marketing qualified lead (MQL) is a lead judged more likely to become a customer compared to other leads based on lead intelligence, often informed by closed-loop analytics.”

 

Who defines this? Sales and Marketing. As a part of the MAS instance, there is a definition of an MQL that has been agreed-upon by both parties. Static definition? Absolutely not! It changes over time, as agreed upon by…Sales and Marketing.

 

So if both parties agree to the MQL definition, and Marketing delivers leads that fit the MQL definition, there is no issue, no point of contention. If Sales is dissatisfied, then the MQL definition is wrong.

 

So when you hear the phrase “our leads are crap,” the attitude is all wrong. You should hear “we need to redefine our definition for an MQL.”

 

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:

– > B-to-B Customer Experience: The Biggest Job With Nobody in Charge | SiriusDecisions Blog http://sco.lt/5WKkoD

– > B2B Marketing’s Big Data Myth: “It Only Applies to B2C” – Forrester http://sco.lt/6noREH

– > 3 Ways to Engage B2B Buyers Before They Engage You – Circle S http://sco.lt/7VfSpF

– > Marketing Automation’s Digital Body Language Optimizes Lead Engagement – OMI http://sco.lt/5JQ0OH

– > A View To A Thrill: Why Marketers Need To Get Visual, Fast – Forbes http://sco.lt/8t2KC9

– > BlueKai and Optimizely Team Up in Personalized Marketing Effort – CRM Magazine http://sco.lt/8jslFZ

– > Marketo Webhooks for DiscoverOrg Provide Real-Time Intelligence – Demand Gen Report http://sco.lt/7Q8Hmz

– > Searchmetrics Releases New Tools to Analyze & Optimize Web Page Performance – Search Engine Watch | http://sco.lt/6Ie8Yb

– > SlideShare: SoDA 2014 Digital Marketing Report – Digital Buzz http://sco.lt/5WtOyH

– > All You Need to Know about Internet Defamation for Marketers – Infographic B2B http://sco.lt/53N7RZ

– > Infographic Marketers Lose Sight of the Moneyball – DMNews http://sco.lt/8YjBFR

– > Marketing Automation Products for Enterprises [Infographic] – The Hub http://sco.lt/7AMivJ

 

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 22, 2014

The Critical Ingredients Of Effective Demand Generation | B2B Marketing Insider | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Basic/ Excerpts…

The critical ingredient to growing your business is to ensure consistency and growth in your sales pipeline.  Consistency and growth is derived through innovative lead generation programs and processes. 

 

In over 20 Years of Lead Generation, I have found that if you follow these hints Emails Do Work (9+% Conversion)

  • No Sales Pitch: This is the most common mistake today, “Do you have these Challenges?….”, “Let us help you solve this problem…”, “ Our Product can do this for you…” These Emails are boring, they sound like the other 15 he received that day and will not generate you a response, especially from the C Suite.  This is like meeting someone for a first date and leaning in for the kiss before you say “Hello”.  Be patient !
  • Be Specific:   Keep the Email Short and Sweet.  You have roughly 5-8 Seconds to grab someone’s attention and Paragraphs clearly have the opposite effect.  Use strong simple statements.
  • Referrals are the Key:  Especially if you target the C-Suite You should be asking for one thing, A “Referral” to the correct person within the Company.  The most difficult thing in Prospecting is finding the correct person to speak to, so let your Email do it for you.  The trick here is to be specific enough about who you need to speak to but not selling your product or service

 

____________________________________________________

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 critical OUTPUT to growing your business is to ensure consistency and growth in your sales pipeline. Now how do you get there? Marketing consistency, in quality and output.

See on www.b2bmarketinginsider.com

April 22, 2014

The Definitive Guide To Conversion Optimization – QuickSprout | #TheMarketingTechAlert

See on Scoop.itThe Marketing Technology Alert

Learn everything you need to know about conversion optimization in this one guide. From what to test, to how to test, and even testing mistakes to avoid.

____________________________________________________

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 “Definitive Guides” from QuickSprout are superb. They’re published 2-3x per year, are well constructed, and referenceable. Please bookmark for future review.

See on www.quicksprout.com

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: