What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Monthly Archives: November 2015
You’ll want to click through to read the synopsis to #3.
By tracking our landscape, you will be able to research our landscape on VB|Profiles and identify potential investors, partners, board members, prospects…. or build very quickly the info graphics you need for your presentations.
It’s a work-in-progress, but another wonderful way to organize the environment.
Told ya. So allow me to take the opportunity to say that the following digital marketing activities will have impact in 2016-17: personalization and predictive.
More details when you click through.
I would’ve changed Accountability to Attribution.
Instead of the percentage-of-revenue ask and the marketing minutiae with no connection to revenue, consider using these two budget analyses as the set pieces in your strategic marketing plan: 1) value-per-lead (VPL), and 2) gross margin on marketing (GMM).
VPL is a unique twist on the more common cost-per-lead that online advertisers have been charging for years. Its power lies in the way it can change the perception of marketing from a cost center to a value center. A cost per lead is something a company pays out but VPL is what you’ll be bringing in to the company. To calculate the VPL, divide revenue by the number of leads generated (both over a defined period). If revenue was $1,000,000 and marketing generated 500 leads, the VPL was $2,000.
To determine GMM, divide the total marketing spend by the number of leads generated and subtract it from the VPL. If the total marketing spend was $50,000, marketing spend per lead was $100 and GMM per lead was $1,900 or about 95 percent.
1) Consider ABM as a part of your ask; (2) It’s all inconsequential without the appropriate attribution.
The best approach is to hire for both skillset and mindset, seeking marketers who bring the right blend of strategic thinking and tactical experience and who are willing to work to fill in their knowledge gaps. Experienced marketers are more likely to have climbed the corporate ladder to management or senior management, making it unlikely that they’ll be the ones drafting content or analyzing campaign results. Nevertheless, they should have a genuine interest in continuously learning to remain relevant to the organization and better manage their teams, budgets and programs, even if that simply means spotting content marketing opportunities or questioning campaign KPIs.
Not all experienced hires will fit the bill. Many marketing veterans are masquarading as digital marketers. They don’t understand digital strategies or technologies. And…here’s a dirty little secret…they don’t want to. They realize that saying that outloud is career suicide, and they’re making a noble effort to adapt by padding their resumes and surrounding themselves with smart people, yet refusing to get immersed in learning or using digital marketing. This means their own knowledge of techniques and technologies remains vague, at best, which can stagnate your digital marketing program and stifle your teams’ creativity and momentum.
Err on the side of technology…always.