The Top 14 Marketing Technology Article Summaries Curated Today, Monday, 5/20/13 from The Marketing Automation Alert

Great knowledge today: skim away and pick what you need. If SEO is of interest, check out the report from BrightEdge. Some interesting perspectives are offered regarding last week’s Marketo IPO, from a Sloan Management gathering regarding Big Data, and Eloqua’s take (and our take) on their impressions on the success rate with marketing automation. Don’t overlook the graphics, especially the Periodic Table of Social Media. Have a great Monday, my marketing bubbalas.

 

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Featured Marketing Automation Article

 

More Holes Than Swiss Cheese: Why Marketing Automation is Still So Controversial – Eloqua

http://sco.lt/9MloOX

From blog.eloqua.comToday, 9:06 AM

 

In March EConsultancy held their annual Digital Cream Event in London.  It was a great pleasure for me to be a part of the marketing automation roundtable where I had the chance to hear 30 B2B marketers discuss how they…

 

Key excerpt…

 

I’ve finally decided that those who feel that marketing automation falls short of solving all their problems tend to be those same people who are disappointed with their CRM system, or with other types of technologies that are supposed to make our business lives better.

 

It’s so easy to fall into the trap, I often do it myself, of thinking that technology will ‘sort everything out’.  When really, technology is only ever the enabler of better ways of organising and scaling processes.  If those processes don’t already exist at your company, you are going to struggle.  Either way, you need the process, but once you introduce technology it only highlights the ‘holes’ or gaps.

 

The best quote of the day, in my opinion, was “Marketing automation forced our company to be brutally honest about our lead management process.”

 

iNeoMarketing‘s insight:

A surprising blog headline from Eloqua which immediately caught our attention, but when you read it, it harkens back to the early days of CRM when sales use of CRM hovered around 10%. It all points back to self: marketing automation, and more broadly marketing technologies, serve as a means to significantly improve your operations. And if you don’t use these tools as internal benchmarks/blueprints, you’re making your organization more efficient at being inefficient.

 

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BrightEdge: 2013 Search Marketer Survey Results

 

http://sco.lt/8vWJuL

From info.brightedge.comToday, 9:00 AM

 

Ten Key Takeaways from the 2013 Search Marketer Survey

  1. Mobile and tablet search is the next frontier
  2. Local search is bigger than ever
  3. Video offers search and social opportunities
  4. It’s time to quantify and communicate SEO value
  5. ROI across multiple channels like search and social is what truly matters
  6. The C-level is paying more attention to SEO
  7. SEO metrics need to keep up with SERP changes as they happen
  8. Social for SEO is big; so is SEO for Social
  9. Content Marketing is back, and in a big way
  10. Page-centric SEO makes its mark

 

iNeoMarketing‘s insight:

Great data against which you should benchmark activities and review/adjust your strategy!

 

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Big Data Analytics Specialist Tableau Software Raises $254M In IPO, Shares Close 64% Up; Marketo’s First Day Up 78% To $23.10 | TechCrunch

http://sco.lt/7pKBuL

From techcrunch.comToday, 8:50 AM

 

One year to the day of the troubled Facebook IPO, the climate for tech IPOs in the public markets is significantly less stormy, especially for companies in the enterprise space.

 

Key excerpts…

 

Business intelligence provider Tableau Software, trading as “DATA”, is one of the more highly anticipated tech IPOs of the year, and so far it has not disappointed. It priced its IPO at $31 per share, and it, popped 58% in early trading, and closed at 64% above opening price, or $50.75/share.

 

Meanwhile, Marketo, a cloud-based marketing services company, priced its IPO at $13 per share. It will be trading as MKTO on the NASDAQ exchange. It went up by more than 50% in early activity and then continued to creep up: it closed at 68% nearly 78% above the IPO pricing and trading at $23.10.

 

Tableau Software, as its stock ticker unsubtly hints, is aimed more at a big-data play, offering visualization and analytics that it says are easy enough for non-technical people to use. Up to now, it still offers the majority of its services as downloadable, on-premises software rather than as cloud-based apps.

 

iNeoMarketing‘s insight:

This scoop is offered as a perspective. As important as marketing technologies are and will continue to become, it’s dwarfed by the more broad based offerings such as Tableau (raising $254M vs. $85M for Marketo).

 

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Marketo IPO Bodes Well for HubSpot – BostInno

http://sco.lt/9InQZd

From bostinno.streetwise.coToday, 8:44 AM

 

Excerpt…

 

HubSpotsays the earliest it will IPO is the beginning of 2014, but that plan got a bit of a boost today as one of its major competitors experienced a nice bump during its public offering.

 

Marketo, a marketing automation company and oft-cited HubSpot competitor, went public today. And, as Forbes reports, it saw a nice bump:

Marketo shares surged after the company’s initial public offering today, rising more than 50% from its offering price.

 

iNeoMarketing‘s insight:

You probably saw the results of the Marketo IPO, which bodes well not only for HubSpot, but for many other marketing technology companies. Follow the money.

 

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Big Data and Big Change Management: A Path Forward | MIT Sloan Management Review

http://sco.lt/8cmnK5

From sloanreview.mit.eduToday, 8:39 AM

 

Organizations that deal with big data analytics often grapple with change management.

 

Excerpt…

 

But in all the classroom discussions that surfaced around the big issues from big data — privacy, security, costs, infrastructure, data volume, data quality, and data governance — the reality that many organizations grapple with is change management: whether or not they can manage the human and process changes necessary to make the most of their analytics initiatives.

 

Bottom line: the real question is whether or not they can change the culture of their organization.

 

Consider the experience of one course participant, who talked about how her organization, a software company with 100 million customers, is struggling to implement a new analytics program that will enable both multi-channel customer communications and upselling. To achieve these goals, the company needs to change the way it handles sales data (replace batch processing of sales information with real time processing) and communicates with customers (replace blanket email communications with more personalized, one-on-one communications).

 

For this problem, the researchers offered two approaches: Pentland talked about how to get people to do what you want them to do, while Brynjolfsson provided a model to evaluate the process end of change management.

 

To get people to do what you want them to do — in essense, to get buy-in on analytics — Pentland talked about creating a model that combines the intuitive thinking employed by HiPPOs (highest-paid person’s opinions) with quantitative reasoning from “the quants.” Bringing the two together enables organizations to explore data, visualize relationships and understand in a human, intuitive way what data is telling them.

 

iNeoMarketing‘s insight:

Fascinating article, and revealing. We have always assumed that people would accept the increased benefits derived from an organization from Big Data: in retrospect, how naive. It’s as if it needs to be mandated by senior management (not optional) so as to drive the initiative(s) through the organization.

 

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Official Google Webmaster Central Blog: Using schema.org markup for organization logos

http://sco.lt/6OgORd

From googlewebmastercentral.blogspot.comToday, 8:32 AM

 

Today, we’re launching support for the schema.org markup for organization logos, a way to connect your site with an iconic image. We want you to be able to specify which image we use as your logo in Google search results.

 

Using schema.org Organization markup, you can indicate to our algorithms the location of your preferred logo. For example, a business whose homepage is www.example.com can add the following markup using visible on-page elements on their homepage:

 

<div itemscope itemtype=”http://schema.org/Organization”>;

  <a itemprop=”url” href=”http://www.example.com/”>Home</a>;

  <img itemprop=”logo” src=”http://www.example.com/logo.png” />

</div>

 

iNeoMarketing‘s insight:

We missed this last week, and it’s pretty cool, where your lolgo may be used in Google search results.

 

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7 Subreddits Online Marketers Should Follow – ClickZ

http://sco.lt/7ah1Yv

From www.clickz.comToday, 8:05 AM

 

How marketers can use Reddit to discuss topics, ask questions, keep up with news, and participate in the community that surrounds us.

 

Summary…

 

But I also use Reddit to keep up with topics that are related to the work that I do. It’s a way to discuss topics, ask questions, keep up with news, and participate in the community that surrounds us. Below is a short list of the Subreddits that I think online marketers should be on.

 

iNeoMarketing‘s insight:

There’s also R/AutomatedMarketing, but seriously, forget Reddit and follow The Marketing Automation Alert!

 

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How to Be a Badass Link Builder – Search Engine Watch

http://sco.lt/7WrRJ3

From searchenginewatch.comToday, 8:21 AM

 

If you build links like an actual human being then you’re building links like a badass. You’re making friends and your links are bulletproof. It’s hard work. It will take time, energy, and brainpower to increase your rankings and traffic.

 

Key excerpt…

 

Getting the Link

  • Once you’ve found a site, come up with a concept. Would a simple link to your site be a resource for that page’s audience? Can you contribute unique content? Find an angle. If your site isn’t a resource, you need to provide unique content.
  • Find the webmaster or blog owner’s name. Read their site. What do you like about it? Is there anything missing, especially something that you can provide? Get to know the site.
  • Write an email. Don’t make a copy/paste form. Just write the webmaster a real message. Talk about what you liked, who you are, and your ideas. Let them know you’re a real human being. Form a relationship if you can.
  • Don’t try to sneak crappy, irrelevant anchor text in your content. If the anchor text isn’t a natural fit in the content itself, put a link in your author bio. Don’t abuse the blog owner. Give them something useful.

 

iNeoMarketing‘s insight:

No surprise that this is a qualitative exercise requiring elbow grease. We like the “human” approach.

 

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5 Pillars of a Successful Modern Web Design – Search Engine Watch

http://sco.lt/5RV1pB

From searchenginewatch.comToday, 6:57 AM

 

The SEO practices you implement in site design that optimize for search engines should be invisible. Modern day web design success requires a multi-function, multi-skilled approached to ensure maximum impact for your business.

 

iNeoMarketing‘s insight:

Click through for great details to each.

 

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[INFOGRAPHIC] 5 Ways To Continue The Conversation After The Big Event – MarketingThink by Gerry Moran

http://sco.lt/7WMdpR

From marketingthink.comToday, 7:56 AM

 

Now that you have returned from an event how do you continue the conversation using social media? This infographic and post shows you 5 easy ways to maintain your presence with social selling techniques.

 

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Modern Marketing: A Bold New Frontier [INFOGRAPHIC] – Pardot

http://sco.lt/52sKI5

From www.pardot.comToday, 6:47 AM

 

iNeoMarketing‘s insight:

A Sheldon Cooper special!

 

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Rankings of Best Marketing Automation Software – topseos.com

http://sco.lt/8kN0xF

From marketing-automation.topseosrankings.comToday, 6:36 AM

 

Marketing Automation. Rankings and reviews of best marketing automation software and marketing automation tools.

 

iNeoMarketing‘s insight:

Any list that doesn’t include Eloqua is faulty. Use at your own caution.

 

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 [INFOGRAPHIC] 2013: Periodic Table of Social Media | inboudvisibility

http://sco.lt/4tilLV

From visual.lyToday, 6:41 AM

iNeoMarketing‘s insight:

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