Marketers are Not Selling Used Cars, and The Top 12 Marketing Technology Articles Curated Tuesday, 9/10/13

Interesting feature article today focuses on the mistake marketers are making regarding content marketing. The only problem is that they’re not making this mistake.

 

Just because your business objectives are heavily slanted towards driving revenue does not mean that you’re selling product at every turn via content marketing. And most marketers know that.

 

Marketers know that the adoption of a content marketing strategy revolves around education so that intelligent decisions can be made vis-à-vis your products/offerings. And marketers know that it is a two-stepper: content marketing delivers knowledge –> knowledge delivers buyers (NOT content marketing delivers buyers).

 

So no: business objectives do not necessarily mean that your content marketing strategy is about selling. It’s about delivering valuable knowledge.

 

Marketing technology…NOW!

 

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Featured Marketing Automation Article

 

The Catastrophic Social Media Content Marketing Mistake Marketers Are Making – Forbes | #TheMarketingAutomationAlert

http://sco.lt/4yrhHV

From www.forbes.comToday, 11:27 AM

 

Digest…

 

The findings come from a new study from Econsultancy in association with Adobe and fly directly in the face of a study conducted earlier this year by Vizu which revealed that a majority of marketers and advertisers indicated their primary objective when it came to social media marketing was brand-related.

 

So why is this most recent finding so catastrophic? Simple.

  • It means that marketers are putting more emphasis on selling than they are at establishing relationships with consumers via branding.
  • It means that marketers would rather try and sell you something than say tell you a story.
  • It means that marketers are only in “it” to increase their bottom line.

 

When I am asked for my definition of content marketing, I usually include the phrase “guns blazing” as in “you cannot go into a relationship and maintain a relationship with a consumer guns blazing. You have to engage, relate to, share relevant content with your audience and yes integrate your “guns” AKA your product, into your overall content marketing strategy.” It cannot be sell, sell, sell at every single turn.

 

iNeoMarketing‘s insight:

Utterly disagree.

 

Just because your business objectives are heavily slanted towards driving revenue does not mean that you’re selling product at every turn via content marketing. And most marketers know that.

 

Marketers know that the adoption of a content marketing strategy revolves around education so that intelligent decisions can be made vis-a-vis your products/offerings. And marketers know that it is a two-stepper: content marketing delivers knowledge –> knowledge delivers buyers (NOT content marketing delivers buyers).

 

So no: business objectives do not necessarily mean that your content marketing strategy is about selling.

 

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B2B Lead Generation: What Marketers Want – Profs | #TheMarketingAutomationAlert

http://sco.lt/80yWaf

From www.marketingprofs.comToday, 11:15 AM

 

Introduction…

 

Most pay-per-lead B2B marketers (51%) say knowing a buyer’s purchasing time horizon is the most important data point they want but often don’t get, according to a recent report by Business.com. The size of the buyer’s business, as measured by employee base, is the second most valuable additional data point for leads: 31% of marketers say it would be extremely valuable to know.That’s followed by industry type (29% say it would be extremely valuable) and job title (20%).

 

iNeoMarketing‘s insight:

And there are stats associated with the type of content desired to be distributed as a part of the PPL program. But set that aside: is that really the way to you want to approach inbound marketing?

 

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How to Nurture and Score Based on The Buyer Perspective — Eloqua | #TheMarketingAutomationAlert

http://sco.lt/8dIN9N

From blog.eloqua.comToday, 11:01 AM

 

Digest…

 

There are several ways organizations can gain the right perspective, which will get their lead scoring and nurturing in synch with buyers.  Here are 3 factors to consider:

 

1. Gain Perspective On Buyer Goals. Research, gain insight, and design your lead scoring and nurturing system to best fit what goals buyers are attempting to accomplish.  Buyers can sense if you have the right perspectives about what they are struggling with or hoping to accomplish.  This reflection of understanding should be in your content, offers, available actions buyers can take, and how buyers can opt-in.

 

2. Gain Perspective On Buying Scenarios. Oftentimes, lead scoring and nurturing systems are aligned with a universal view of buying processes and stages.  Misinterpretations can happen frequently here.  What is more important is to design scoring and nurturing to the most likely buying scenarios, which can be multiple, for buyers.  Higher points should be given to behaviors, which indicate a buyer is in the midst of a scenario.  Ranking can be done to prioritize buying scenarios, which best fit the organization’s ability to help buyers meet their goals.

 

3. Gain Perspective On the Path-To-Purchase. Understanding a buyer’s path-to-purchase does not mean a universal view of a buying process, journey, or stages.  While these can help, what helps more is knowing what buyers must do for each buying scenario they are in the midst of experiencing.  The path taken can be quite different between each buying scenario.

 

iNeoMarketing‘s insight:

In a phrase: spot-on. MA configuration is done from within the confines of the buyer, not your desires. Get persona-based, then move from there.

 

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Unlocking the Potential of B-to-B Technology: Three Phases | SiriusDecisions Blog | #TheMarketingAutomationAlert

http://sco.lt/74V9nN

From www.siriusdecisions.comToday, 11:09 AM

 

The importance of b-to-b organizations using a phased approach to invest in sales and marketing technology

 

Excerpt…

 

To achieve this level of capability, organizations must pass through three phases of maturity and develop a strong partnership between IT, sales and marketing leaders:

 

Phase 1: The organization’s use of technology is emergent. Technology is purchased for tactical purposes with little thought given to data integration or overall business value. Typical characteristics of this phase, which represent opportunities for improvement, include:

  • The marketing automation platform (MAP) and sales force automation (SFA) system lack seamless bidirectional integration
  • Insights from social media monitoring and interactions are collected but not integrated into the MAP or SFA systems
  • Deal registration by channel partners occurs with little or no visibility into the sales cycle
  • If the organization has a standalone Web analytics tool, its integration with the MAP is limited

 

Phase 2: The organization has reached an intermediate level. Some systems are integrated, some processes have been re-engineered, and specific technology skills are sought in new recruits. As a result, the organization gains greater insights across sales and marketing and achieves faster ROI. Specific capabilities at this level of technology maturity may include:

  • Social activity is added to contact records and can trigger marketing actions
  • Insight into channel partner activity is gathered throughout the sales cycle vs. only at deal registration
  • Sales assets include more effective content, but they are not accessible from, or through, the SFA system
  • Marketing is more effective in planning, scheduling and managing resources, but strong underlying processes are lacking

 

Phase 3: The organization is technologically mature. Integration and process optimization across systems are planned. To maintain progress, the organization must focus on implementing additional technologies to expand its integrated technology ecosystem. Characteristics of this phase may include:

  • Integrated inbound and outbound tactics across multiple marketing channels
  • An understanding of the impact of reputation efforts on business goals
  • Increased sales productivity and effectiveness
  • Data is available for analytics, not just reporting
  • Tighter integration enables improved channel content syndication and customization, as well as better visibility into partner lead disposition

 

iNeoMarketing‘s insight:

There’s a pre-phase, and you don’t want to be there. And there’s a Phase 4: how the data is used. Regardless, this is one of the best models we’ve seen to define B2B organizations and their investment in sales and marketing technology.

 

In another post, an author discussed replacing BANT with his sales strategy. If you’re selling sales and marketing technology, you’ll want to incorporate this model into your thinking.

 

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Online Testing: 3 benefits of using an online testing process (plus 3 free tools) | MarketingExperiments | #TheMarketingAutomationAlert

http://sco.lt/70B36v

From www.marketingexperiments.comToday, 10:04 AM

 

Some of the benefits that derive from A/B testing can go ignored or overlooked if marketers do not have a set testing process in place to guide their testing efforts.

 

Digest…

 

Benefit #1. Improved test planning

The A/B testing template is a simple template that walks you through the A/B split testing process.

Benefit #2. More reliable data

A simple spreadsheet tool will help you keep track of and monitor metrics during your online testing.

Benefit #3. Long-term savings

Also, here’s another spreadsheet tool you can use to help measure and estimate how incremental increases in conversion gained through testing will have an overall impact on your revenue stream.

 

iNeoMarketing‘s insight:

Scooped so that you can take advantage of the three FREE tools. Excellent tools at that!

 

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B2B Lead Blog » Lead Gen: A proposed replacement for BANT – B2B Lead Blog | #TheMarketingAutomationAlert

http://sco.lt/5hpk9Z

From b2bleadblog.comToday, 10:21 AM

 

Summarized…

 

Let me propose a replacement for BANT. I call it PAM – Persona qualification, Account qualification, Motivation.

 

Persona Qualification

First, provide a process-level and a prospect-level value proposition.

 

The process-level value proposition answers the question, “Why should I listen to you at all?” The prospect-level value proposition frames your value proposition from a buyer-persona perspective.

For example, you might say, “We have some new research that marketing executives faced with lead follow-up and lead conversion challenges find very helpful. With this new approach, companies are seeing 30% to 40% increases in lead conversion.”

 

Now you have possibly earned the right to ask them a question or two. Explain that you don’t want to waste their time and so you’d like to ask two questions. Ask what their role is in the company and how the company makes decisions about the kinds of solutions you sell.

 

Account Qualification

Next, make sure the account meets the criteria you look for. Again, frame your questions in terms of not wanting to waste the time of the prospect.

 

A good database marketing strategy and solid CRM implementation is critical.

 

But persona and account qualification say nothing about when the account might actually buy, and that’s the reason for the final area of qualification.

 

Motivation

Is the person you’re talking to motivated enough to help you get to the people or person who matters?

What pain do they have that maps to what you sell?

 

How big of a priority is eliminating that pain, both for the person you are speaking with and for the others involved in the decision process? Insight into motivations can tell you a lot about the probability of a purchase and timeline for purchase.

 

iNeoMarketing‘s insight:

The beauty of BANT is that it can be quantified, and if it can be quantified, then it can be measured and reported upon within CRM, making Sales Management easier. BANT may be wrong in today’s environment, but you better have the quantification and reporting issues solved if you’re going to implement a new sales process.

 

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Five Tips for Marketing to Win Love From Sales – Profs | #TheMarketingAutomationAlert

http://sco.lt/7ppDdZ

From www.marketingprofs.comToday, 9:48 AM

 

Sales – It’s complicated would be the proper way to describe the love/hate relationship between Sales and Marketing. But it doesn’t have to be that way. Having been on both sides of …

 

Summarized…

 

Tip No. 1: Be specific when asking for input

 

Be very deliberate and specific when speaking with your Sales counterparts. Listen to what they have to say, but define your questions to seek actionable input. For example: “My budget is X and my resources are Y. Given that you have these five priorities to focus on this quarter, where would be the biggest bang for the buck for marketing?”

 

Tip No. 2: Act like an expert in your own domain

 

You are an expert in your own domain, so start acting like one. Do your research. Be confident. Provide insights that are relevant and meaningful to your stakeholders. Prepare a strong business case by clearly articulating the “why” and “why not.” Always include key success factors and anticipated outcomes in your plan. Deliver what you promised.

 

Tip No. 3: Every email communication should be a valuable one

 

How do I put my own stamp on my emails to make them stand out?

  • First, I keep my subject line short and I use key words that are most meaningful and sometimes intriguing to my readers.
  • Second, I use bullet points and highlight key phrases instead of just meandering text.
  • Third, I don’t forward anything without including a brief commentary of why this is important (and I rarely keep the same subject line when forwarding).

 

Tip No. 4: Align your plan with the sales cycle

 

Mapping your deliverables to sales cycles will get you more attention and results. I know that in the technology space sales cycles can be anywhere between 3 and 18 months, so I deliberately pack Q1 and Q2 with more activities than the second half of the year. This way you can harness the surging energy and attention of your sales team from the start (often as a direct result of an inspiring kickoff) and show success for them in the current fiscal.

 

Tip No. 5: Help the ones who want to be helped

 

Work with those who want to work with you and need your help the most. Invest in the stakeholders who understand the value of Marketing. Make them successful and promote their successes widely in the company.

 

iNeoMarketing‘s insight:

Learned these lessons the hard way. #2: they’ll pick you apart if you don’t have your stuff together. #4 is an obvious point. #5: just make sure they’re projected to be around for the long run (helping a short timer hurts your cause).

 

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B2Bs, Are You Using These Must-Have Mobile Marketing Tactics? – Profs | #TheMarketingAutomationAlert

http://sco.lt/6S7BVB

From www.mpdailyfix.comToday, 9:52 AM

 

Despite recent developments in mobile marketing, many B2B marketers are still avoiding its opportunities and getting left behind. Are you?

 

Excerpt…

 

Start by considering the following tactics for your mobile presence.

  1. Responsive website. Make your website responsive to the different devices and adapt content where necessary.
  2. Mobile-friendly campaigns. Ensure that your campaigns do not run aground on mobile devices, and instead optimize your landing pages. Tailor settings for each type of device for things such as forms.
  3. Mobile advertising. Mobile advertising can be highly tailored by location, time, and device, resulting in high relevance and therefore high-response rates.
  4. Mobile e-mail. Reading e-mails is still one of the most used functions on smartphones and tablets. It is therefore essential to ensure that your HTML can be read properly on these devices. For example, use only one column.
  5. Mobile apps. An app enables you to secure a prominent presence on your customer’s device. But for this you need to do more than simply follow the recommendations given above.

 

iNeoMarketing‘s insight:

Note the recent MarketingCharts scoop regarding the email open rate on mobile devices: 50%. If you do anything, make sure it is #4. Prioritized: 4, 1, 2, 5, 3.

 

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Are You Guilty Of Making These 10 Twitter Mistakes? – MarketingThink | #TheMarketingAutomationAlert

http://sco.lt/8tuBJB

From marketingthink.comToday, 9:31 AM

 

Use this checklist to see if you are making one of these 10 Twitter mistakes? You don’t know what you don’t know, so it’s worth checking out!

 

10 Twitter Mistakes You Might Be Guilty Of Making

  • Not Including Your Name In Your Twitter Settings.
  • Not Including Your Company Name In Your Twitter Bio.
  • Not Being You In Your Profile.
  • Not Allowing People To Follow You Without Your Approval.
  • Not Including Your Picture In Your Bio.
  • Not Linking Your Account To Your Blog Or LinkedIn.
  • Not Keeping Your Account Active With Tweets.
  • Not Creating Lists To Effectively Organize Your Tweets.
  • Not Retweeting.
  • Not Responding To DM’s, RT’s and Mentions.

 

iNeoMarketing‘s insight:

Guilty as charged.

 

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SEO Best Practices: Setting Up a Blog – Search Engine Watch | #TheMarketingAutomationAlert

http://sco.lt/6p1T6n

From searchenginewatch.comToday, 9:37 AM

 

Blogging should be a part of any sound marketing plan. You need to create engagement and provide the ability for people to share content coming from your company. Here’s how you can set yourself up to realize positive SEO results from a blog.

 

Condensed…

 

Blog on a Subdirectory

I believe that promoting content that resides “on” the website is a good thing because you can earn (deep) links and provide balance to your link profile. And, I believe that having thought-leadership content that is closely associated with your brand (resides, again, on the domain) is a good thing.

 

Blog on a Subdomain

The nice thing about having a blog on a sub-domain is that it will also piggyback on the authority of your root website (hopefully you already have some authority on your root domain) and posts there can rank, without the need to build up the authority for a new website.

 

Blog on a Separate Domain

I typically discourage these types of initiatives, for many reasons – not the least of which is the amount of effort that would need to go into making this new web presence gain any amount of trust/traction or authority.

 

Blog on WordPress.com or Blogger

Are you tying in the “thought leadership” to the brand? Are you adding fresh content to the domain? Are you aiding your abilities to provide an additional “official brand presence” to the SERPs? (Perhaps, but you’re better off with subdomain).

 

iNeoMarketing‘s insight:

Great article inasmuch as the author provides pros and cons for each. It has motivated me to make some fundamental changes!

 

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Graduating from Email Service Provider to Marketing Automation Solution – Marketo | #TheMarketingAutomationAlert

http://sco.lt/6EyPab

From blog.marketo.comToday, 9:22 AM

 

The reality is that email marketing isn’t dead, but it’s certainly evolving. If you really want to step up your email marketing game, it’s time to graduate to a much more powerful solution – marketing automation.

 

iNeoMarketing‘s insight:

For those who need to understand the differences between email marketing and marketing automation…

 

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Infographic: How To Get Your Content Shared | Digital Buzz Blog | #TheMarketingAutomationAlert

http://sco.lt/7pgQ4X

From www.digitalbuzzblog.comToday, 9:14 AM

 

iNeoMarketing‘s insight:

More validation as to where you need to be (not included: SlideShare).

iNeoMarketing‘s insight:

  • (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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