Here are The Marketing Automation Alert’s best marketing automation-related articles curated today, Tuesday, 1/29/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
Scott Brinker is one of the best marketing minds today. He refers to himself as a marketing technologist, but he’s far more than that. Yet again, with his latest post, he forces the B2B marketer to reevaluate thinking. BTW: don’t overlook his concept of Big Testing, covered last week in his blog. As usual, you’ll need to click-through to gain the greater understanding, but here’s a teaser…
Here’s another way to visualize the relationship between big data and the other innovations happening in the marketing department:
The first is customer communications and the revolution brought about by social media. Marketing communications has, rather quickly, moved from being a one-way broadcast to a more personal, two-way interaction with customers, prospects, and influencers, all interconnected together.
The second is customer analytics, using analytics and big data to better understand and measure customer opportunities. There is unquestionably a lot of value to be unlocked here, which is why the “data revolution” in marketing is so big right now. However, these innovations are generally much more technical in nature.
The third is customer experience, delivering remarkable customer experiences at every touchpoint in the customer lifecycle. In our digitally-malleable world, marketers can now wield technology to craft customer experiences that are powerfully differentiated — on a scale that was impossible to conceive not too many years ago.
I believe that the scale of this “experience revolution” will dwarf the other two. This mission is “big experience.”
Big experience is nearly unlimited in the innovations that lie ahead. They’re not all technical in nature, but a significant portion of them are rooted in technology. To pursue these opportunities, marketing must expand its technical capabilities beyond data analytics. This is why marketing technologists, not just data scientists, should be a part of every marketing team’s growth plans moving forward.
Of course, some of the most fascinating areas in marketing are at the intersections of these three domains. For instance, the intersection between customer analytics and customer experience, where personalization and big testing are sprouting.
Great data from Eloqua, and another means to benchmark your email marketing performance.
These are lessons that can (and should) be applied to any B2B marketer. Worthwhile to click through and review. Here’s a synopsis of the lessons learned…
Smarter Creativity – Data informed creative execution is essential, from clever content and visual marketing to the packaging of information used internally and with client or constituent communications.
Innovation & Evolution of Services - The best investment in marketing a company can make is in its products or services.
Continuous Optimization of Knowledge & Processes – Processes that support continuous innovation and evolution of the services mix based on feedback mechanisms, KPIs and performance. Continuous optimization leads to a superior experience for customers as they discover your brand, consume the useful content you’re publishing and to take action.
Master Data, Analytics & Platforms - The importance of data (not just big data) and analytics to inform business and marketing decisions is paramount. Whether it’s as simple as Google Analytics, Radian6 or insights from platforms like Marketo and HubSpot, marketing software platforms and the data they report on are the most fundamental areas for investment and mastery to succeed.
Invest in Software & Systems to Scale – Speaking of software, it’s impossible to scale digital marketing and PR efforts without leveraging a SaaS marketing software platform.
Superior Talent Acquisition - This is one of the biggest challenges companies and agencies face as they try to compete in a progressive and fast changing digital world. Finding the right talent is extremely difficult in certain markets.
Accelerate Thought Leadership - Leadership internally is as important as external thought leadership. Today’s digital workforce doesn’t want to be managed. They want to be inspired and be a part of something great.
Interesting graphic. Not quite applicable to B2B marketing, however, we’ve included this only to show Google+’s recent growth.
Thank you Webbiquity! This is a great compendium of SEO tools and keyword research guides. You’ll want to bookmark this tremendous source. Here’s the list, and click through for more information…
SEO Tools and Reviews
Search Engine Tools:Some of the Best SEO Tools are Free…Take a Look! by Coconut Headphones
Top SEO Tools for 2012 by Mark The Marketer
78 Resources For Every Internet Marketer’s Toolkit by Search Engine Watch
Link Rot – and the Most Amazing Free Tool to Find and Fix Broken Links by Internet Marketing Ninjas
40+ SEO Tools of the Trade by Search Engine Watch
Bing Offers Up a Free Link Graph by SEOBook
14 Search Tools to Bookmark by Search Engine Watch
Keyword Research Guides and Tools
Be Careful Using AdWords for Keyword Research by The Daily SEO Blog
22 Free Keyword Research Tools by Practical eCommerce
An Introduction to Keyword Research Using Free Tools by The YouMoz Blog
The ebook The Strategic Marketing Process - How to Structure Your Marketing Activities to Achieve Better Results is available as a .pdf for FREE!
The 2nd edition of The Strategic Marketing Process – How to Structure Your Marketing Activities to Achieve Better Results from Moderandi Inc. is now available for download. The 96-page guide defines a marketing process for marketers at small to midsize companies to use to add structure to their daily, monthly and annual marketing and sales activities to improve their results.
CMI offers a content marketing comparison of B2B manufacturers vs. B2B as a whole. No surprises here. We wonder if they are reclassifying product fact sheets as content marketing. Summary of the article…
CMI decided to first look at marketers who work for B2B manufacturing organizations in North America. This group has adopted content marketing at a slightly higher rate (94 percent) than their North American B2B peers across all industries (91 percent). Let’s take a look at some of the similarities and differences:
-Manufacturing marketers have similar goals for content marketing: brand awareness, lead generation, and customer acquisition.
-Manufacturing marketers use video and print magazines more often
-Manufacturing marketers prefer Facebook and YouTube
-Manufacturing marketers outsource content more often
-Manufacturing marketers spend less
-Manufacturing marketers struggle with effectiveness
If you’re considering outsourcing your content marketing, you’ll want to review this infographic. Excellent content. TO ACCESS IT, CLICK ON THE IMAGE. Here’s a snippet of what it offers…
In order to aid marketers in this process, www.velocitypartners.co.uk made an infographic that categorizes content marketing partners into 20 groups, then provided each with an “archetype” for the group and an online directory to find specific suppliers.
Further, we mapped all 20 against a basic price range. See this as a guide, not a rule.
OK: this is interesting. The author describes Real Time Marketing, and briefs us on what it is, how the term evolved, and one way it can be implemented. Question: how does this compare to Agile Marketing? Is Agile Marketing a means to implement RT Marketing? Article summary follows…
The term “real time” (RT) traces back to engineering: applications that automatically trigger an instant response to an event. Of course, marketers have taken some creative license with the term. The real time marketer is one that readies the organization for speed, agility and rapid response to unplanned events – within time frames that can impact business advantage. It means having a process for discerning which events require fast response and which don’t. But it also means having a proactive environment for rapid response, where you’re the one putting competitors (that still operate on their own timetables) on the defense.
Becoming a more responsive organization doesn’t necessarily mean you’re facing a full scale transformation. If you’re part of an organization that runs on its own timetables (versus those of customers) and is missing out on opportunity due to lack of speed and agility, there are things you can do immediately to start turning things around:
1-Create a list of the previous year’s Top 10 Firefighting Moments, where the lack of rapid response prevented you from achieving a specific business advantage through speed. Turn your focus to the top three.
2-Identify the inhibitors that prevented you from rapid response. Think about how you can re-engineer the process to eliminate the inhibitors.
Interesting take on the parallels between the working environment described in the book As the World Turns and the marketer. Lessons to be learned, and here’s a summary…
- Listen to and empathize with your audience. Marketers run the risk of spending more time measuring audiences than listening to them, and even more risk of focusing on what they want the audience to think or do, rather than looking at their brand or content from their audience’s perspective. Neglecting to foster the ability to see things from your audience’s eyes is one of the most vital dangers companies face, as the disconnect between the corporate vision of the brand and the audience’s lived experience of it grows over time.
- Don’t squander your reputation. Companies regularly disregard the cumulative effect that little breaches of the audience’s trust slowly builds, slowly chipping away at the very relationships the organization worked so hard to foster.
- Believe in your company. One could see, for instance, the constant turnover in CMOs and agencies alike at many companies–demonstrating little interest in continuity. And, worse, such turnover reflects a belief that storytelling is a craft in which practitioners can apply their skills to any product or service, with little need for either passion for or knowledge about the brand they steward.
- Don’t neglect the connection between internal morale and external positioning. The lessons for any team dedicated to storytelling is clear: that a toxic internal culture not only affects the quality of storytelling but often implicitly becomes apparent to the outside world.
- Play to the strengths of what makes you different. Too often, companies, focusing on trends and competitors while losing sight of what sets their brand apart: embrace the differentiators that define your company.
- Have a long-term strategy for building your brand. One can see the “campaign-based mentality” of marketing and communications, with corporate stories that frequently don’t align or even contradict one another.
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