November 24, 2014

The Top 11 MarTech Articles Curated Monday, 11/24/14

 Today’s curated articles collected for your quick review:

>> 5 Things CMOs Need To Know About APIs – MarketingLand

>> Measuring Marketing’s Business – Adam Sarner, Gartner

>> Technology Marketing Blog: What is Content Marketing? IDC’s Definition of Content Marketing

>> 4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud

>> Seven Tips for Creating Credibility for a Marketable Website – Profs

>> The Rise of the User Experience Marketer

>> 4 Ways to Ramp Up Mid-Funnel Content Creation – ClickZ

>> How Can the Value of Top-of-Funnel Channels be Measured – Whiteboard Friday – Moz

>> How to Structure a Perfect SEO Optimized Page – QuickSprout

>> The New Advertising Landscape [Infographic] – B2B Infographic

>> How to Increase Conversion Rates by Decreasing Choices [Infographic] – HubSpot

See ALL Top Curated Marketing Technology Articles here.

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November 24, 2014

5 Things CMOs Need To Know About APIs – MarketingLand

Digest…

1.  Be Where Your Customers Are, No Matter What The Channel

The notion of gaining access to all those devices is daunting. Luckily, there’s a fast-track solution. APIs let you securely serve up your data, services, or content, enabling developers to build apps for any device using that data.

 

2. Partnering For Digital Network Effects

APIs make it easy to exchange data and integrate with partners. Your partners, in turn, can extend the value of your data and create something even more valuable.

 

3. In The Digital Economy, Innovation Happens Outside Your Box

APIs not only let you showcase your business on mobile devices and create network effects with partners to fuel innovation. They open up access to millions of app developers around the world who are hungry to build the next big thing.

 

4. Survival Of The Fastest

APIs are the business technology that removes organizational, technical, and security barriers to unlock the value inside your enterprise. They make it easier for a CIO to say “yes” to a CMO while maintaining security and control. They’re a simple interface on complex systems that provides the agility to react when market and customer expectations shift.

 

5. Become A Real Digital Business

CMOs need to understand how new technologies like APIs help create value for customers. CIOs need to understand how customer and market expectations must drive their technology decisions. In other words, the partnership must center around the customer.

 

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Source: marketingland.com

For homegrown systems, APIs open up your finely built engine to a variety of functions from 3rd parties. So don’t exclude the legacy systems: APIs take internal systems to much higher levels.

November 23, 2014

Measuring Marketing’s Business – Adam Sarner, Gartner

Marketers are presented with an abundance of metrics. Some metrics measure marketing’s activities: How many marketing campaigns ran last quarter? How many hits did we get from our social marketing content? Who downloaded our app?  Other metrics are outcome based: What was the lead’s conversion rate? How many additional products did the customer leave the store with?  Marketers must understand how activity drives performance to show that the actions they are doing and demanding an increased budget for, is driving desired outcomes. If the connection can’t be made between the activity metric and performance outcomes defined by the strategy, then the metric, the activity, or both will need to be re-evaluated.  Not establishing these types of connections means that high profile company objectives like customer growth or retention won’t be linked to marketing efforts and, well…you’re gonna have a bad time.

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Source: blogs.gartner.com

It’s been a repeated message: tie marketing ROI to business metrics. You just can’t hide behind soft metrics anymore, not with all the MarTech spending taking place. Without that link, your really are “gonna have a bad time.”

November 23, 2014

Technology Marketing Blog: What is Content Marketing? IDC’s Definition of Content Marketing

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Source: techmarketingblog.blogspot.com

The 5WH table is the pertinent part of this post. Anyway, FWIW.

November 23, 2014

4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud

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Source: blog.eloqua.com

Completely agree with these attributes! Not commonly available, and at times you may have to compromise and look to training as a means to fill the gap.

November 23, 2014

Seven Tips for Creating Credibility for a Marketable Website – Profs

Digest…

1. Don’t get stuck in the past

2. Chart your progress

3. Have a look under the hood: Unless you went to school for programming websites, your best bet is to either hire a developer or use WordPress (or both!). 
4. Respond to the new wave: Developers now use responsive design, so that your website morphs to fit any window or screen size.

5. Create content that speaks for itself

6. Social media is your friend

7. Conversions are the goal, not the entire game

 

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Source: www.marketingprofs.com

Web site 101. 

November 23, 2014

The Rise of the User Experience Marketer

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Source: searchenginewatch.com

UX is a part of the CX, and everything UX is secondary to User Testing. Even if you hire pro UX firm, test!!

November 23, 2014

4 Ways to Ramp Up Mid-Funnel Content Creation – ClickZ

Digest…

Four ways to ramp up your mid-funnel content offerings for maximum impact:

1. Leverage E-Books

Create a unique e-book for each of your audience segments: it should provide sufficient value for what your downloader paid for it (typically the right for you to contact him/her again).

 

2. Reprocess Your Wide-Funnel Content

A blog post created a year ago to get buzz, search visibility, and generate awareness might be attracting no hits right now, but that doesn’t mean that it’s worthless. Such an article – when combined with other old articles written on the same theme – might provide enough heft for a credible mid-funnel content item such as an e-book.

 

3. Use SlideShare

This platform (with 60 million monthly users) is an ideal platform for showcasing your mid-funnel content.

 

4. Consider Video

Video is an excellent medium for in-depth explanations of complex subjects. Because it’s a sequential medium, it’s uniquely suited for “step-by-step” instruction.

 

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Source: www.clickz.com

MOFU content has to be more substantive than TOFU, and these formats make sense. Slideshare: most underused tactic!

November 23, 2014

How Can the Value of Top-of-Funnel Channels be Measured – Whiteboard Friday – Moz

Marketing efforts at the top of the funnel, like PR and content marketing, are notoriously hard to measure in terms of their value. In today’s Whiteboard Friday, Rand offers three ways you can perform that measurement, as well as some perspective about “serendipitous marketing.”

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Source: moz.com

Click through for the 9+ minutes of video. Straightforward stuff, but TOFU, as an individually measured stage, can only rely on the softer metrics, e.g., traffic, without knowing the impact on true business metrics. Without that linkage, it’s a waste of time.

November 23, 2014

How to Structure a Perfect SEO Optimized Page – QuickSprout

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Source: www.quicksprout.com

November 23, 2014

The New Advertising Landscape [Infographic] – B2B Infographic

The New Advertising Landscape [Infographic]

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Source: infographicb2b.com

November 23, 2014

How to Increase Conversion Rates by Decreasing Choices [Infographic] – HubSpot

Learn why too many choices could be a bad thing for your conversions.

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Source: blog.hubspot.com

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.

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