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: April 2016
Today’s curated articles summarized for your quick review:
- How to manage the changing social ad landscape – The Hub
- 7 of the Best Value Proposition Examples We’ve Ever Seen | WordStream
- 10 secret ingredients of a 10x marketer | Search Engine Watch
- Landing Page Anatomy: Uncommon Remedies To Grow Conversion Rates – KlientBoost
- The Top Challenges in Understanding Customer Needs | SiriusDecisions
- Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions
- Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting – MarketingLand
- When To Say “No” To More B2B Social Media Channels – Capterra Blog
- 4 Free Online Scheduling Software Solutions – Capterra Blog
- Three Questions For More Actionable Buyer Personas – CMO.com
- The Six Pillars of B2B Customer Experience Excellence – Profs
- Online ads eclipsed whilst content marketing continues meteoric rise – Smart Insights
- How to Setup a Google AdWords Remarketing Campaign – Portent
See ALL Top Curated Marketing Technology Articles here.
7. Uber – The Smartest Way to Get Around
6. Apple iPhone – The Experience IS the Product
5. Unbounce – A/B Testing Without Tech Headaches
4. Slack – Be More Productive at Work with Less Effort
3. Digit – Save Money Without Thinking About It
2. LessAccounting – Bookkeeping, Without the Hassle
1. CrazyEgg – Website Behavior Tracking at an Unbeatable Price
Not value props at all. What are they?…
They understand the importance of structured data – and build marketing as such
They know vendor weaknesses and tech idiosyncrasies
They automate for the win
They speak multiple business languages – finance, tech and operations
They build great relationships – but don’t treat fools gladly
They can measure their performance – but also know the grey area
They take joy in creative optimisation
They bring energy and urgency to their teams and colleagues
They really understand the customer
They don’t stop learning
And they have a kick-butt product desired by a market, which often makes a fool look like a genius.
Are you a landing page doctor? Do you know the body parts that bring you most money? This landing page anatomy shows what brings conversions.
There are a couple of areas where we see companies struggling:
- Where do we look for customer needs? Many companies look to existing customers or prospects as a source for uncovering customer needs and leverage surveys, customer interactions and sales feedback to capture known needs. While useful, this common approach limits the organization’s view into the potential needs of current and new target customers that they could address.
- How can we get marketing, sales and product to agree on a common definition of customer needs? Too often, need is defined as the need for the product or solution. This faulty definition creates a presumptive and myopic view that’s centered on the offering and therefore limits the understanding of the full dimension of needs that exist in every b-to-b organization. I see the impact of this most often in messaging that touts the product benefits instead of the business value.
As old as human civilization.
Demonstrating the impact of marketing when performance is the result of cross-functional efforts requires three elements:
- Show performance of shared impact metrics. Whether the goal is increased deal velocity, better renewal rates or improved customer loyalty, you need to demonstrate that the impact metrics marketing invests in are, in fact, improving.
- Provide proof of marketing participation. You need to prove that when marketing tactics are accepted by target audiences, impact metrics improve. If marketing isn’t involved, it will be uncomfortably difficult to assert any type of marketing influence over that performance improvement.
- Present evidence that performance metrics change as marketing participation changes. Evidence of marketing impact requires a comparison. Some deal cycles may have light levels of marketing interaction, some may have heavy levels, and some may have no marketing interaction at all. When you compare what improvements take place when marketing is present to what happens when marketing is not, you can develop reasonable proof that marketing is making a difference.
“With great marketing technology spending comes great ROI responsibility.”