The Top 10 Marketing Technology Articles Curated Today, Tuesday, 5/7/13 from The Marketing Automation Alert

Quality over quantity today. Two interesting articles lead things off: how this notion of the Chief Digital Officer keeps emerging (the anathema of the CMO), and why the tenure of the CMO is increasing. Unbounce and KISSmetrics come through today with some great guidance, and TopRank talks about chicken or egg (Content Marketing or SEO). And there’s a reminder from Sirius as to what needs to be done to changeover the skill set of the marketing staff.

 

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Featured Marketing Automation Article

 

The Emergence of Chief Digital Officers | MIT Sloan Management Review

http://sco.lt/8jqZ7J

From sloanreview.mit.eduToday, 10:38 AM

 

Companies are appointing Chief Digital Officers to focus their use of social and digital strategies.

 

Key excerpt…

 

But how does a company know if it really needs a CDO to shepherd its social media and other strategic digital initiatives? After all, says Vala Afshar, Chief Customer Officer and CMO at Enterasys, if your CIO is already involved in the business strategy side of the house, is collaborative, open minded, and works with a CEO that has a similar outlook, it may not be necessary to hire a CDO. But, he adds, in all cases, bringing in a CDO will “focus” the organization and will start initiating projects with a broader strategic direction of employing technology as the driver. Russell Reynolds’ Rickards also advises that a business needs to think about hiring a CDO “when your business is fundamentally challenged by digital, or when your competitors are making aggressive moves that could put you out of business and you are not equipped to respond.” But, he adds, at that point, “it is probably too late.”

 

iNeoMarketing‘s insight:

If there is a need for a CDO, then the CMO did not broaden his/her department fast or strong enough to deliver on these vitally important corporate needs. And ultimately, the CDO’s function overshadows the value of the CMO especially since marketing technology is a critically important element of the CMO’s infrastructure. Adapt or don’t let the door hit you on the rear on the way out.

 

Keeping Time: Why CMO Tenure Has Doubled – AdAge

http://sco.lt/5FuDuj

From adage.comToday, 10:30 AM

 

The CMO’s tenure nearly doubled from 23 months to 45 as the position gains more respect from the CEO and forges closer ties to the CIO.

 

Excerpts…

 

Several marketers believe a big reason for longer tenure is the CMO role’s broadened remit. The responsibilities now include social media, content, mobile, back-end technology, e-commerce and more — and that’s leading to better job satisfaction and more respect for the position.

 

It helps, too, that now there’s a lot more data available to enable a marketer prove return on investment to his or her higher-ups.

 

All told, the trend spells good news for those in the role and for businesses overall. Longer tenures mean marketers are making wiser decisions.

 

iNeoMarketing‘s insight:

There’s a more fundamental reason: The marketing function is going through a transition that incorporates data, technology and good ol’ fashioned statistics. The shift is dramatic to any organization, and the organization will not want to switch out leadership during this effort. So unless there is a major transitional screw-up, CMO tenure will continue to grow.

 

Attention-Driven Landing Page Design – Unbounce

http://sco.lt/4oDHjV

From unbounce.comToday, 10:24 AM

 

These days, capturing attention is both rare & powerful. Here are 5 scientific reasons why you should implement attention-driven landing page design.

 

Excerpts…

 

Instead of a webpage that confuses users by displaying everything at once, an attention-driven landing page design carves an instant visual path, directing them to 3 essential pieces of information:

  1. What the page is about (your offer)
  2. Why it is important (your value proposition)
  3. Where a user should go next (your Call-to-Action)

 

Recent research at MIT suggests that a cluttered environment not only wreaks havoc on a landing page’s navigability but also on the user’s ability to recognize the 3W’s. According to the research, “Excess and/or disorganized display items can cause crowding, masking, decreased object recognition performance due to occlusion, and impaired visual search performance”.

 

Unsurprisingly, the study found that too much ‘variability’ in color, size, and texture creates a particularly cluttered environment: Constantly fluctuating colors and sizes create an atmosphere of unpredictability, confusing a user’s attention and ultimately driving them away.

 

iNeoMarketing‘s insight:

Much insight offered within this post, so please click through to review. And while you’re clicking, take a look at this free test from EyeQuant.

 

The 2013 LinkedIn Marketing Guide – KISSmetrics

http://sco.lt/5bkHvl

From blog.kissmetrics.comToday, 9:57 AM

 

Introduction…

 

In the last year, LinkedIn has made a lot of exciting changes to their platform for both professional profiles and company pages. LinkedIn is a great network for businesses looking to increase traffic and leads, as well as individuals looking to market their expertise for new career opportunities. In this post, we’re going to look at everything you need to have a successful LinkedIn experience.

 

iNeoMarketing‘s insight:

This really is a marketing guide! One long, detailed post on how to improve your presence on LinkedIn. Sooner or later, you’ll need to slog through this and modify your LinkedIn presence accordingly.

 

Intelligent email marketing should be personalised and targeted – Fourth Source

http://sco.lt/8u34nh

From www.fourthsource.comToday, 9:36 AM

 

The industry is waking up to the fact that emails need to be personalised and targeted in order to engage customers, but what does this really mean? In

 

Digest…

 

Step 1 – Create a profile: Clearly identify and classify visitors by monitoring and remembering their behaviour. There are tools that let marketers automatically record visitors’ individual behaviours as part of a ‘customer history’ record.

Step 2 – Target:  The marketer can set up simple targeting ‘rules’ (one by one as needed) so, for example, a rule might say “target people who have looked at brand A more than 15 times”, “target visitors who have been visiting for 2 months but have not purchased” or “target visitors who have purchased but not for 3 months”. Then the marketer will communicate to the system what content they want to try on each segment.

Step 3 – See what works: Gathering this data on which content delivers the best results from this target segment (and the control group) is useful to marketers that then need to look at conversion rates, number of sale and, basket size to make their decision.

 

iNeoMarketing‘s insight:

An article that covers the basics of personalization, all of which is available in your MA or many third party email service providers. Here’s what’s NOT mentioned: personalized URLs for the post click environment, prepopulated with all contact info. This delivers a complete personalized communication, and drives higher conversions.

 

5 B2B Marketing Mistakes That Are Hard To Avoid – B2B Digital Marketing

http://sco.lt/97FhOj

From b2bdigital.netToday, 9:44 AM

 

The hardest mistakes to avoid are the ones that have all of the markings of the right decision until you look back.

 

Summary…

 

What mistakes should you see coming? Here are five mistakes that often don’t look like mistakes until after all is said and done, pulling from my own (regrettable) experiences.

  1. Chasing Random Acts of Marketing
  2. Focusing on Your Campaign Idea Over Your Customer
  3. Trying to Control Your Customer
  4. Catering to a Vocal Minority
  5. Just Doing What You Know Works

 

iNeoMarketing‘s insight:

We think it’s safe to say that most of us are guilty of at least one of these. The hardest one to avoid is #1, and that’s a matter of discipline. Easiest to avoid: #5, as there is little to prevent you from testing.

 

5 Ways Marketers Can Stay Up to Date on Facebook Guidelines | Social Media Examiner

http://sco.lt/9BmSKf

From www.socialmediaexaminer.comToday, 8:37 AM

 

Facebook marketing: Stay current on announcements and blog posts that are written on Facebook marketing so you can create relevant and effective campaigns.

 

Summary…

 

Here are 5 ways marketers can stay up to date on Facebook updates and policy changes.

#1: Follow Facebook’s Business Pages for regular updates: Facebook for Business, Facebook for Privacy and the Facebook blog often post updates when there is a change to their guidelines.

#2: Follow the Facebook Tag on TechCrunch: To find all Facebook articles on TechCrunch, you can go here

#3: Set a Google Alert for Facebook Updates

#4: Follow New Posts on AllFacebook: AllFacebook is the unofficial Facebook blog that can be a great resource for anything new that is posted about Facebook.

#5: Follow Social Media and Tech Experts

 

iNeoMarketing‘s insight:

Can we see the same article for LinkedIn, Twitter, Salesforce.com?

 

Lead Generation: What Do You Measure?

http://sco.lt/6dB5P7

From www.leadformix.comToday, 8:51 AM

 

Summarized…

 

Here are some basic parameters that you simply must measure. You can measure it on a monthly basis using simple Excel sheets.

  • Total number of leads generated
    • Leads generated per sales person, territory, vertical (depending on how your sales operations is set up)
  • Lead quality
  • Number of sales accepted leads
  • Number of sales accepted leads from different channels such as webinar, website, email etc.
  • Sales rejected leads – dead
  • Sales rejected leads – need nurturing

 

While your current systems may not permit this right away, work towards heightened system integration and reporting in order to keep tab of the following parameters:

  • Lead velocity
  • Leads-to-close conversion ratio
  • Cost per lead
  • Cost per sale

 

Return on leads captured through different channels (see the scooped table).

 

iNeoMarketing‘s insight:

A basic primer on lead gen measurements. Ultimately, what drives this is your business model’s structure and KPIs, your own KPIs, and Sales feedback. Key to the last factor: Sales MUST be a part of the MA setup process so that everyone is on the same page.

 

Bridging the Marketing Skills Gap | SiriusDecisions Blog

http://sco.lt/77cq9Z

From www.siriusdecisions.comToday, 8:07 AM

 

As the complexity of the b-to-b marketing landscape grows, one of the challenges that marketing leaders face is identifying the skills needed across the marketing organization.

 

Digest…

 

Here are a few considerations for bridging the marketing skills gap:

  • Develop marketing certification. Implementing a marketing certification program designed to meet the needs of your organization not only ensures you have a plan for addressing a skills gap, but it also provides a structured path and incentive for marketers.
  • Allocate budget for training. Ensure that budget is allocated for skills enhancement and that employees are obligated to make use of the available training budget.
  • Establish performance objectives. Career progression planning provides an opportunity to design a development program that maps to the needs of the organization and fulfills employees’ desire for growth.
  • Evaluate potential hires. Ask interview questions that reveal a candidate’s adaptability, level of comfort with complexity and problem solving skills. An example of a concept learned in the past and applied in a different way can be an indicator of a candidate’s learning agility.

 

iNeoMarketing‘s insight:

We’re in the midst of a dramatic overhaul of the marketing function, and the classic marketing department of old has changed to embrace technology. To transition properly, you’ll want to seriously consider bridging the gap with marketing technology contractors: relatively short term hires brought in to launch and train and leave the keys of the car with you.  Contact us if interested!

 

SEO or Content Marketing Agency – Who Should Lead Your Online Marketing? – TopRank

http://sco.lt/7bde6r

From www.toprankblog.comToday, 8:32 AM

 

Condensed…

 

When looking for help with content marketing and content creation, there’s a difference between what one gets from a SEO agency and a content marketing agency. That difference is not so much about one being better than the other, but more about sizing up which is most appropriate for your situation.

 

SEO is accountable to metrics like search visibility, organic search traffic and any measurable actions that lead to and result in conversions. The more content that can serve as a “hook in the water” of search results, the more the SEO can show an impact on the investment.

 

SEO anticipates demand through an understanding of keyword popularity and content marketing creates demand driven by producing content based on the customer journey. Optimization is an effort to improve search visibility of existing content and digital assets as well as the creation of new content according to a target list of keywords.

 

Content Marketing is an approach that emphasizes the thoughtful creation of content for a particular audience designed to influence an action or outcome. Rather than keyword popularity driving content creation, an effort is made to understand the customer buying journey and to architect a content plan that provides the right kind of information and experiences along the buying cycle.

 

iNeoMarketing‘s insight:

We’re working throught this issue right now with a client: SEO and Content Marketing. Bottom line: both need to be accomplished in concert. But the real question is how to do this without buying two specialists, i.e., an SEO specialist and a Content Marketing specialist. The solution: an SEO specialist is needed to establish the infrastructure (remodeling existing digital properties, putting in place optimization processes and analytics, etc.) and then ongoing maintenance and improvement, including SEO’ing content marketing output. Content Marketing can be outsourced from the get-go, and over time, brought in house.

iNeoMarketing‘s insight:

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