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: December 2015
It’s that time to take a break. Happy Holidays, Merry Christmas, Happy New Year.
If anything pops up that is urgent, we’ll post it.
Today’s digests of curated articles summarized for your quick review:
- [FREE] 2015 Survey OF B2B Marketers – 6Sense
- Report: 70% of B2B marketers responsible for generating revenues – B2B News Network
- Email personalization is the antidote to declining click rates – VentureBeat
- Marketers’ perceptions about personalization don’t match reality: Study – MarketingDive
- New Study Uncovers Dissonance In CMO/CTO Relationship – CMO.com
- What Most Marketers Are Missing in Their Drip Emails – Customer.io
- Study finds marketers are prioritizing personalization… but are further behind than they realize – VentureBeat
- Most Effective – and Challenging – Lead Nurturing Tactics – MarketingCharts
- 7 Handy Marketing Automation Features to Start Using Today – Pardot
- Inbound Revenue Calculator | Artillery Tools & Resources
- B2B Lead Provider True Influence Opens Up Its Internal Service – Marketing Land
- Wishpond: Making Waves in Lead Generation and Automation | Marketing Technology
- Salesforce, Box partnership shaking up the B2B storage space – B2B News Network
- 2014 Buyer’s Guide to Marketing Automation – TrustRadius
- New TrustRadius marketing automation report uses updated scoring algorithm – VentureBeat
- The Anatomy of a Highly Shareable List Post [Infographic] – HubSpot
- An Introduction to Google Algorithm Updates – Smart Insights
See ALL Top Curated Marketing Technology Summaries here.
A majority of B2B marketers are now responsible for driving revenues, but marketing-generated leads account for most sales rejections, says a new study by 6sense, a predictive intelligence firm for B2B marketing and sales.
The reported, entitled “2015 Survey of B2B Marketers“, looked at 321 B2B marketing professionals in the U.S. with director-level or higher titles. Report authors discovered that more than two-thirds (70 percent) of B2B marketers are now measured based on the amount of revenues they generate using their marketing and lead generation programs.
The study results found that 60 percent of the survey participants are measured on quality and 70 percent are measured on quantity. This doesn’t bode well for marketing professionals since sales teams reject 80 percent of their leads.
What are some of the biggest challenges facing B2B marketers in terms of lead generators? They named lack of resources (61 percent), lack of high-quality data (42 percent) and lack of target audience insight (38 percent).
All three of those challenges are surmountable. Having said that, the name of the game is ATTRIBUTION.
The increase in relevance gained from email personalization reduces the rate of unsubscribes. Why is that important?
AgilOne found that unsubscribes result in an average loss of 60 percent of future lifetime value (LTV). A high unsubscribe rate also affects your sender reputation score, which affects your overall email deliverability, so lowering the number of unsubscribes is a critical metric.
In a survey of 257 email marketers, a large majority reported an increase in open rates and click-through rates (CTR) by employing email personalization of some kind. And those tactics included the most basic types of personalization.
Yet another benefit from personalization.
More from the SAP Hypris study.
CMOs and CTOs are on different pages about their companies’ digital marketing goals, according to Leapfrog Marketing Institute’s “2015 CMO Digital Benchmark Study.”
According to the study, 20% of marketing executives said they believe working on data- or technology-driven programs has improved the CMO-CTO alignment, while only 4% of IT executives agree. The study also revealed that IT executives (40%) are more confident in their companies’ omnichannel consumer experience than are senior marketers (27%).
However, 63% of marketing and IT executives do agree on this: Metrics and goals are not aligned across the functions—likely the root issue of their challenge.
No shocker, although there is improvement.
It’s an Email 101 rule that every email has a clear purpose. With behavioral drip emails, that purpose becomes much easier to work towards. Instead of being dictated by a time table, messages are tied to actual goals to help people succeed and experience their aha moments.
Sending behavioral drip messages is a smarter, more focused way of working in marketing and product. You’re more effective at helping people succeed while ultimately sending them less email, and you can measure real results rather than guessing from clicks and opens.
But only 20% of marketers are using behavioral emails, according to Ecoconsultancy’s 2015 Email Marketing Census.
More on personalization (really, that’s what we’re talking about here).
Study finds marketers are prioritizing personalization… but are further behind than they realize – VentureBeat
A new study by Forrester, commissioned by SAP Hybris, finds that although marketers are prioritizing personalization efforts across channels, they are less advanced than their customers think or expect.
So stop patting yourself on the back.
More from the Ascend report.
Their tagging is not tag management, used for attribution.
Nice, easy calculator. No form.
Since its founding in 2008, B2B lead generation provider True Influence has delivered info on specific individuals at targeted companies for such clients as Microsoft and Cisco.
Today, the Vienna, Virginia-based company announces a publicly available self-service version of what had been its internal service. Called InsightBASE, the cloud-based platform provides email addresses and other targeting info about individuals at specific companies, for use in email or display ad campaigns. The company claims its targeted data boosts email open and click-through rates to four times normal.
The idea is to reach potential leads as close as possible to the beginning of their buyers’ journey, preferably when they are just beginning their research. If they’re reached later, they might have made up their minds about their purchase choices.
One disrupter in the industry that we like is Wishpond. Why? Well, how about we open up that it’s free to use for small businesses with less than 200 contacts in their database. And by free, we’re not talking limited functionality – it comes with import tools, email marketing, landing pages, marketing automation, website popups, forms, and lead management.
Not to mention, they also have productized integrations with Salesforce, Infusionsoft, Insightly, Batchbook, Highrise, Pipedrive, Contactually, Base CRM, SalesforceIQ, OnePage CRM, Close.io, and Clio. Email marketing integrations include MailChimp, AWeber, GetResponse, Constant Contact, Benchmark, Campaign Monitor, VerticalResponse, Eventbrite, Mad Mimi, ActiveCampaign, and Emma. They also have help desk app integrations with Uservoice, survey integrations with SurveyMonkey, and webinar app integrations with ClickWebinar, and GoToWebinar. Not to mention Slack integration. And Wishpond just announced its Twilio integrations for phone and SMS.
Details and screenshots when you click through.
Salesforce and Box announced a new partnership today, which would bring documents from Box’s cloud storage and content management solution into Salesforce.
Using a new tool that will launch in February, users could share Box files inside Salesforce, both from the service’s web interface and mobile applications. For example, as CIO.com writes, “when commenting on a sales opportunity, users will be able to browse the files that are available to them in Box, and attach them to a message.”
TechCrunch adds that Box will manage the file-access permission and security and all of the associated behavior in the same way as working inside the stand-alone Box application — except it’s built right into the Salesforce interface.