The Top 11 Marketing Automation Articles Curated Today, Wednesday, 3/27/13

Here are The Marketing Automation Alert’s best marketing automation-related articles curated today, Wednesday, 3/27/13. 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:

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Featured Marketing Automation Article

 

Marketing Automation Will Improve – Geoff Livingston

http://sco.lt/99sgPR

From geofflivingston.comToday, 6:35 PM

 

The most common complaint about algorithms is their lack of intelligence, specifically their in ability to generate results that match human interactions.

 

Key excerpt…

 

Whether through artificial or manual intelligence, algorithms continue to improve. And as technology improves and processing power increases, like all other forms of software, algorithms will benefit and evolve.

 

That’s why while valid, complaints about marketing automation algorithms lack of intelligence will be relatively short lived. In essence, automation failures only reflect the limitations of their makers and the technology used to create them. Both will improve over time.

 

iNeoMarketing‘s insight:

It’s inevitable that it will improve. With the investments made by VCs and the IPOs, with the data being collected by these systems, and with the competitive environment, eventually we will not need to bring as much elbow grease to the MAP as we do now.

 

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What to Look for in a Marketing Automation Vendor | LeadFormix

http://sco.lt/5PJywz

From www.leadformix.comToday, 6:31 PM

 

Introduction…

 

The market is ripe with numerous products that offer varied features at different price points. In this post I give you a comprehensive checklist you can use to choose your marketing automation vendor.

 

iNeoMarketing‘s insight:

If you’re in the market for an MA platform, this is a must read/bookmark. It is way too extensive to summarize, so please click through for details. A great tool to use to evaluate vendors (if you’re not purchasing David Raab’s VEST).

 

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The Truth about Social Media Leads – Marketo

http://sco.lt/4zlX97

From blog.marketo.comToday, 6:26 PM

 

Read this blog to find out the truth behind social media leads and why they need to be nurtured.

 

Key excerpt…

 

Social media leads must be nurtured.

Social leads are often not ready to buy and need to be nurtured properly. Throwing thousands of unqualified leads into your funnel every month is a complete waste of time if they are never going to buy your product. So target appropriately and keep your content strategy focused on the pain points and hot topics around your target personas. Content fuels social for sure, but having too much content that is way too broad can be a waste of resources.

 

iNeoMarketing‘s insight:

Jason Miller speaks the truth! At the end of the day, these are still leads, and just that. As marketers, we need to bring them along to attain an acceptable MQL status to pass off the Sales.

 

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Become a Superhero Modern Marketer — Eloqua

http://sco.lt/55173J

From blog.eloqua.comToday, 6:28 PM

 

Key excerpt…

 

Here are some tips to help you think about applying the core ‘ideal’ attributes to your marketing strategy to act more like a marketing superhero

  1. Improve your targeting strategies by building a more complete picture of potential prospects through their online behavior, what we call their Digital Body Language™.
  2. Before you can build an accurate and complete picture of your best prospects, It’s critical to identify the roles and responsibilities of those involved in the buying process.
  3. Customer centricity is the driving force of meaningful, mutually beneficial engagement. No longer can marketers or sales reps relegate communications to company or product-centric conversations.
  4. To effectively provide value-based content where and when your customers want to interact, you must develop tactics to address and align messaging across all digital channels
  5. By automating your campaigns, you can improve the buyer’s experience, develop loyal relationships, and track conversion data more effectively.
  6. Modern Marketers are also mining conversion data to gain insights into marketing efforts; providing insight on trends, stage conversion history, and other key metrics.
  7. Implementing the proper analytics systems can help you make critical decisions regarding which parts of your marketing efforts are working or not, and provide the reporting tools necessary to justify those decisions by connecting them directly with pipeline and revenue.
  8. Marketers can align their content sharing efforts with the social channels most likely to drive higher traffic and engagement, maximizing the impact of each campaign and boosting marketing ROI.
  9. With the enhanced focus on social media and the various digital marketing vehicles, there is an unstructured abundance of data that marketing teams must be effectively and efficiently analyzing.
  10. Modern Marketers are carrying other sales-oriented responsibilities, so increased visibility and involvement into key tasks such as lead qualification, inside sales team management, and sales operations will be critical for marketing teams.

 

iNeoMarketing‘s insight:

Look: even if you attain superhero status, you probably won’t want to walk around in tights.

 

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LinkedIn Search Just Got Smarter [SLIDESHOW] – LinkedIn

http://sco.lt/6GylpR

From blog.linkedin.comToday, 5:46 PM

 

Excerpted…

 

Today, search on LinkedIn is getting even smarter and more streamlined. We’ve unified the search experience so you no longer need to search for people, companies, or jobs separately. Now, all you need to do is type what you’re looking for into the search box and you’ll see a comprehensive page of results that pulls content from all across LinkedIn including people, jobs, groups and companies.

We’ve also added some new features to make search even smarter:

  • Auto-complete – As you type your search term you’ll be prompted with options for what you may be looking for, and the more you search, the better it will get at predicting what you want.
  • Suggested searches – Now when you type in a search term such as “product manager” you’ll see example search queries for people or jobs related to product manager as well as a preview of top results to help you find what you’re looking for in one click.
  • Smarter query intent algorithm – The more you search for content on LinkedIn, the more it learns and understands your intent over time to provide the most relevant results.
  • Enhanced advanced search – Not only has advanced search gotten a new look, it’s also easier to deepen your search with filters like location, company, school and more.
  • Automated alerts – Save time by saving your searches and we’ll alert you when the results change.

 

iNeoMarketing‘s insight:

Click through to the deck that provides some visual examples of the improved search function.

 

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Marketing Research Chart: Improving email deliverability – MarketingSherpa

http://sco.lt/7FSNX7

From articleToday, 6:02 PM

 

Q: Which of the following tactics is your organization using to improve email deliverability rates? Please select all that apply.

 

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The CMI Content Marketing Framework – CMI

 

http://sco.lt/97AAcr

From www.slideshare.netToday, 5:27 PM

 

Excerpt…

 

Regardless of whether you are exploring the feasibility of content marketing or have already developed a cohesive strategy, you probably want to better understand the precise forms of content that your specific audience wants to connect with.

 

iNeoMarketing‘s insight:

Excellent guide!  A must read for all B2B marketers.  Use it to template your content marketing effort.

 

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Avoiding Big Data Sand Traps | Forrester Blogs

http://sco.lt/4s37FB

From blogs.forrester.comToday, 5:44 PM

 

Key excerpt…

According to survey results from the Q4 2012 Forrsights BI/Big Data Survey, this is a story that is again ringing true as big data changes the data management landscape. 

Overall . . .

  • Big technology adoption across various capabilities ranges from 8% to just over 25%.
  • Plans to implement big data technology across various capabilities is as high as 31%.
  • Pilot projects are the preferred method to get started.

However . . .

  • High-performing organizations (15%-plus annual growth) are expanding big data investments by one to two times in many big data areas compared with other organizations.

The key takeaway . . . 

  • For most organizations, big data projects aren’t leaving the pilot stage and aren’t failing to attain strong return on investment (ROI).

 

iNeoMarketing‘s insight:

That’s a befuddling key takeaway. The author provides a preview of her forthcoming presentation at the Spring Business Technology Forum on May 6-7 in Washington, DC.

 

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Why Big Data Isn’t the End-All for Content Marketing – ClickZ

http://sco.lt/8zsvMv

From www.clickz.comToday, 4:19 PM

 

Summary…

 

While big data will drastically improve marketing strategies (and, yes, persona development), relying on that information alone can be very risky for your marketing efforts. Big data usage within marketing teams has its faults, including:

  • Ineffective sharing and organization of data
  • Using data as an end-all performance report

Ultimately, big data can show you what is, but personas have the ability to show you what could be, as they can be used to determine future behavior. In order to create a successful marketing plan for the long term, you need both the what is and the what could be aspects incorporated into your strategy.

 

As Forbes contributor Jonathan Salem Baskin said, “big data insights will never substitute for imagining little souls.”

  • Qualitative research gives insight into behavior.
  • Personas (including qualitatively gathered stories) are easier to understand.
  • Qualitative research allows for brand-customer interaction and new information.
  • Qualitative research enables information gathering on topics big data can’t deliver.

 

iNeoMarketing‘s insight:

Definitely worthwhile to remind ourselves that good research is a combination of quantitative and qualitative, as this article suggests (excluding focus groups!).

 

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Why marketing automation fails: the role of vendors and content – Content Marketing Experience

http://sco.lt/91Yao5

From www.contentmarketingexperience.comToday, 5:21 PM

 

To succeed in demand generation, conversion & customer relationships you need a solid content marketing approach or your marketing automation will fail.

 

Key excerpt…

 

Although some vendors like to invent new terms to describe their solutions, marketing automation is what it is: a mix of technology and tactics to have a single view on customers and prospects and to be where customers are at any given time in their lifecycle with clear goals in a customer-centric and – somewhat – automated manner. Pre-purchase, during the buy and after it.

 

And what’s the key? Relevant content: in the end marketing automating is also about providing the right content/information/offers at the right time across the right channels to the right audiences for the right platforms and reasons in a tailored/segmented/personalized way.

Although some vendors like to invent new terms to describe their solutions, marketing automation is what it is: a mix of technology and tactics to have a single view on customers and prospects and to be where customers are at any given time in their lifecycle with clear goals in a customer-centric and – somewhat – automated manner. Pre-purchase, during the buy and after it.

And what’s the key? Relevant content: in the end marketing automating is also about providing the right content/information/offers at the right time across the right channels to the right audiences for the right platforms and reasons in a tailored/segmented/personalized way.

– See more at: http://www.contentmarketingexperience.com/2013/why-marketing-automation-fails-vendors-and-content/#sthash.qa7kKzlU.dpuf

Although some vendors like to invent new terms to describe their solutions, marketing automation is what it is: a mix of technology and tactics to have a single view on customers and prospects and to be where customers are at any given time in their lifecycle with clear goals in a customer-centric and – somewhat – automated manner. Pre-purchase, during the buy and after it.

And what’s the key? Relevant content: in the end marketing automating is also about providing the right content/information/offers at the right time across the right channels to the right audiences for the right platforms and reasons in a tailored/segmented/personalized way.

– See more at: http://www.contentmarketingexperience.com/2013/why-marketing-automation-fails-vendors-and-content/#sthash.qa7kKzlU.dpuf

 

iNeoMarketing‘s insight:

Broadly speaking, the difference between MA platforms is really not that great. Does one have features not incorporated by another? Sure, but the basics are the same. The real difference: your content. As we have often said: content is the fuel to your marketing automation engine.

 

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8 Step Social Media Strategy [Infographic] – Social Media Explorer

http://sco.lt/8pQbNB

From www.socialmediaexplorer.comToday, 8:29 AM

 

Although social media continues to thread its way into the fibre of more organizations, many small to mid-sized companies are lagging behind when it comes to the development of their social media strategies.

iNeoMarketing‘s insight:

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