Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing

Today’s curated articles summarized for your quick review: 

 

 

 

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4 tips to help switch marketing automation systems – CIO

1. Involve key stakeholders in marketing automation decisions

One of the first things a company should do before deciding on a new marketing automation system is get all of the key business leaders into the same room and on the same page.

2. Properly prepare to migrate marketing data

It’s crucial for businesses to prepare to migrate data to the new marketing automation system if they want to experience painless transitions.

3. Set goals and corresponding metrics for the switch

Businesses should also proactively set goals and then develop key performance indicators to monitor progress toward those objectives.

4. Work with IT on marketing automation transition 

Marketing leaders should try to work closely with their organizations’ tech leaders, such as CIOs, because they can provide technological guidance throughout the evaluation and subsequent deployment of the system.

Source: www.cio.com

None of this should be a surprise.

 

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Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey

Source: gartnerformarketers.com

And the report is available for the price of your email address. Can we stop calling it digital marketing and just call it marketing?

 

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How Inbox Providers Identify Bad Senders – Litmus

Source: litmus.com

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7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg

1. Ignoring the Emotional Appeal
2. Disregarding Site Speed
3. Failure to Adopt a “Mobile First” Strategy
4. Lack of Singular Purpose
5. No KISS Principle in Place
6. Discounting Price to Increase Sales
7. Not Applying Basic Principles of Marketing to Your Site

Source: blog.crazyegg.com

It’s almost as if this is a pre-optimization checklist. Good stuff.

 

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​Keyword Research in 2016: Going Beyond Guesswork – Moz

Keyword discovery is a critical process, but what we’re left with at the end is a long and often rambling list to prioritize, and typically we prioritize either by our own gut feelings or by the black box of AdWords global volume. What if there were a better way?

When we were building Keyword Explorer, we wanted to solve the deeper problem — how do we pick the best keywords to start with, given the complexity of Google SERPs and our competition in modern SEO? Which keywords really balance potential traffic with ROI?

Over the course of many months, we created four metrics:

Keyword Difficulty (V2)
Keyword Opportunity
Importance (user-defined)
Keyword Potential

Source: moz.com

More about the new tool from Moz.

 

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7 really simple hacks to speed up your website and increase conversions – Memeburn

1. Optimize images and design elements

2. Cut down the number of HTTP/S requests

3. Consolidate scripts

4. Improve caching

5. Localize your hosting

6. Use GET for AJAX requests

7. Optimize visible content

Source: memeburn.com

You’ll want to CT for the details…as well as accompanying tools.

 

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Google Search Console: a complete overview | Search Engine Watch

The Search Console (or Google Webmaster Tools as it used to be known) is a completely free and indispensably useful service offered by Google to all webmasters

Source: searchenginewatch.com

I’d say this is rather complete.

 

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Facebook details its company-wide machine learning platform, FBLearner Flow – VentureBeat

Facebook today is talking for the first time about FBLearner Flow, a piece of software that manages machine learning models for employees throughout the social networking company.

It’s similar in some ways to cloud-based machine learning services like Microsoft’s Azure Machine Learning, or the open-source Airflow from Airbnb, but it’s optimized for Facebook’s own infrastructure and filled with algorithms developed by Facebook engineers, so that many other people inside the company can make use of them for their own models.

Facebook could go beyond just publishing academic papers on FBLearner Flow; the company may well end up open-sourcing it. Facebook engineers have discussed this type of technology with people at LinkedIn, Twitter, and Uber, and they’ve all been excited about it.

Source: venturebeat.com

NOW we’re talking FB for business. So what’s the B2B angle? Think outside the box.

 

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Interactive Content: The Good, Bad, and Wicked Cool

If interactive content is so versatile, powerful, and immersive, why don’t all content efforts incorporate these techniques? For starters, interactive features can be more expensive and time-consuming to produce than their static content counterparts. Yet, this isn’t always the case: For example, some interactive elements – like quizzes, polls, or heat maps – can easily be generated with the help of online software tools and templates.

In addition, some of the most innovative or tech-forward interactive techniques may require specialized coding and design expertise to develop and deploy or specific equipment to create and manage – resources that not all marketers have at their disposal. Again, third-party software and services may be able to shoulder some of this burden; so brands looking to “go big or go home” should carefully consider whether it will be best to build or buy the capabilities required.

Then there’s the user side of the equation. Interactive features often have longer load times than simple text or static images do, which can suck up more bandwidth than your audience may wish to devote to your content. Not to mention that some features may need to be optimized for use on a specific browser, device, or platform, which can create a frustrating or disappointing experience for users who are accustomed to accessing content in any way they choose.

Source: contentmarketinginstitute.com

CT for examples of interactive content. They’re right: slow load!

 

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The Nine Best Facebook Marketing Tools – Webbiquity

1) LikeAlyzer

2) Static HTML

3) Heyo

4) TabSite

5) Edgerank Checker

6) SumoRank

7) Fanpage Karma

8) Facebook Page Barometer

9) AdsEspresso

Source: webbiquity.com

CT for details. Some are free.

 

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Radius Debuts Predictive Scoring, Integrates With Marketo

Predictive marketing platform Radius has integrated its SaaS solution with Marketo’s Engagement Marketing Platform. The partnership aims to help B2B marketers identify their most promising customer and prospect records to discover net-new opportunities within those segments. Marketers are then able to add net-new prospects directly to Marketo.

Radius also now offers predictive scoring, which allows marketers to prioritize inbound demand, accelerate delivery of leads to sales, nurture remaining leads with personalized content and optimize marketing spend based on the channels that produce the best leads.

The Radius integration with Marketo is designed to help B2B marketers gain insight into leads and find the prospects most likely to convert into customers through the use of predictive analytics.

Source: www.demandgenreport.com

Smart…

 

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Infographic: A Breakdown of B2B Sales Pipeline Stages – Technology Advice

Source: technologyadvice.com

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Your Must-Read MarTech Digest™, for Monday 5/9/16 #MarTech #DigitalMarketing

Today’s curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here.

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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What we learned from generating 30 million sales leads – Spaceship

  1. If you are generating leads — don’t ever rely just on one source. We utilise 35 different sources and we are continuously discovering new ones. If you rely just on one source (like LinkedIn or Twitter), you will hit the ceiling very soon.
  2. Generating leads in developing countries is a nightmare. 
  3. (Company) Databases are dead. And I am not even talking about the old school company database websites. You would be surprised if you knew how much data from Angel.co, Dealroom.co or CrunchBase is actually out of date.
  4. One third of companies I’ve been in contact with have no idea who is their usual customer. You wouldn’t believe how many times I’ve heard:“my usual customer / target audience is someone who wants my product”.
  5. Reject controversial businesses. 

Source: www.linkedin.com

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