 Your new post is loading...
|
Scooped by
Joemktg
|
PCMag: Where do you think AI and ML will take MA over the next five years? What new features and opportunities will they give marketers? Michelle Huff of Act-On: ML will act as marketers' co-pilot in their decision making and campaign execution process. AI will influence when, what, and where to engage with buyers and customers, predetermined by ML that can consume, digest, and compute mounds of data and turn it into actionable triggers and marketing activities. Essentially being able to predict and tailor outreach down to the best message, at the perfect time, and across the ideal communication channel. AI will build on the foundation MA provides—a centralized engine for tracking, scoring, measuring, connecting, and learning from interactions with prospects and customers—and, ultimately, will give its users a way to anticipate and adapt engagement to their buyers' behaviors and actions.
|
|
Scooped by
Joemktg
|
Email remains the tactic most critical to B2B marketing programs, but may soon cede that position to lead nurturing and content marketing, according to a new study [download page] from Spear Marketing Group. The survey also finds greater enthusiasm for social networking ads than paid search in the next 12-18 months.
The leading result for email – 83% consider it a critical component of their current marketing program – is in keeping with data contained in MarketingCharts’ 2015 B2B Digital Marketing Insights Report, which details the top channels by ROI (and includes benchmarks, in some cases).
marketingIO bridges the gap between your MarTech and your in-house experience.
|
|
Scooped by
Joemktg
|
marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports.
|
|
Scooped by
Joemktg
|
iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.
|
|
Scooped by
Joemktg
|
From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.
|
|
Scooped by
Joemktg
|
|
|
Scooped by
Joemktg
|
|
|
Scooped by
Joemktg
|
Excerpt...
Gartner analyst Laura McLellan predicts that by 2017, the marketing department will spend more on technology than the IT department. Which technology solutions are the most crucial for B2B marketers today, and which will be the most important by 2017? We believe that three technologies will dominate marketing spend by 2017: - Marketing Automation
- Content Management Solutions
- Predictive Marketing Software
__________________ â–ş Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
|
|
Scooped by
Joemktg
|
Digest...
A full quarter of companies that adopt marketing automation boost revenue between 30 and 49 percent, according to a new study by RazorSocial’s Ian Cleary. Another 20 percent of companies see revenue jump between 15 and 29 percent. But significant errors in system selection can lead to negative ROI — and dissatisfaction. “Picking the wrong tool, not assigning the right resources, and not managing the initial and ongoing implementation can lead to reduced or even non-existent ROI,” Cleary says. “Almost half of those who have implemented marketing automation are not sure, months or years later, whether the time, energy, and money to do marketing automation has been worth it.” That’s a striking dichotomy: significant ROI on the one hand, and seemingly inexplicable unhappiness with results on the other hand. __________________ â–ş Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
|
|
Scooped by
Joemktg
|
Advanced/ Digest...
The black fly in the chardonnay, however, is that narrative is disconnected from reality. Marketing and technology are simply changing too rapidly. The scope of marketing is expanding exponentially by the day, as its responsibilities grow from customer communications to customer experiences, spanning the entire customer lifecycle. To pretend that a single software vendor will master all of that — and be able to keep up with all the innovations blossoming in a thousand directions across the industry — and somehow make that all stable and useable is, in my humble opinion, a fantasy. To be fair, many of the major marketing systems out there have laid the technical groundwork for this. They’ve provided APIs for third-parties to connect their applications. They’ve established partnership programs for those third-parties. You can probably find a list of those partners somewhere on their website — although for some vendors, it’s actually quite hard to find them. Instead, [Marketo is] acknowledging that these other marketing experience software companies bring tremendous value to the table. They’ve committed to make it easier for marketers to pick and choose from that incredible cornucopia of marketing technology solutions and seamlessly integrate them into their environment. And they’ve committed to give third-parties deep access into their platform’s data repositories, workflow capabilities, analytics, and more. At the risk of overplaying my hand, I’ll make two more predictions: First, marketing software developers will embrace Marketo in return. An open platform with large adoption provides a terrific vehicle for other marketing software vendors to accelerate their adoption by becoming plug-and-play solutions on top of it. Second, other major cloud/hub/suite vendors will tack to platform strategies too. This will be easier for some than others — not so much due to technical barriers, but due to barriers of politics and pride. But most will overcome those barriers because they cannot cede victory in the coming “marketing platform wars” to Marketo by sitting this out. They need to win third-party/ISV share. They cannot afford to become Blackberry while their competitors become iOS and Android. ____________________________________________________ â–ş Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
|
|
Scooped by
Joemktg
|
Intermediate/ Excerpt...
The percentage of B2B Fortune 500 companies using marketing automation saw a 112 percent increase this year. The jump is telling of what's to come for a few big reasons: the amount of red tape they have in their organizations, the visibility they have, and the amount of available capital they control. 1) Lots of red tape: When you notice the companies with the most red tape adopting a technology at this fast of a rate, it makes you stop and think, "WHY"? The answer is easy — they have figured out how important it is to their bottom line, and are removing the red tape quickly to get these technologies into place. 2) They are visible: There are usually very few people doing something, but when it hits mainstream, it spreads like wildfire. The visibility the Fortune 500 brings marketing automation into the mainstream. 3) They have money: The revenue these companies will contribute to marketing automation companies will allow those businesses to increase their investment in research and development. This means marketing automation could become a smarter, faster, and more progressive technology than we ever imagined. ____________________________________________________ â–ş Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
|
|
Scooped by
Joemktg
|
Advanced/ Digest...
While I’ve expected the overall marketing technology space to expand, I’ve largely subscribed to the narrative that the marketing automation category within it is consolidating. But several counter-narratives have emerged too. A new wave of vendors have launched in this space — the second-generation of marketing automation: Bislr, Leadsius, inBoundio, Whatsnexx, Intercom, Inbox25, and more. Another major category of marketing software — what started out as web content management (WCM) but is evolving into web experience management (WEM) — is increasingly overlapping with the capabilities of products in the marketing automation space (and vice versa). And there’s yet another counter-narrative, with more specialized kinds of marketing automation receiving more attention — in particular, marketing automation designed for channel and partner marketing, companies such as TreeHouse, Marketing Advocate, Zift Solutions, and others. In turn, this emerging channel marketing automation category is intertwining with many marketing resource management (MRM) vendors. The math would suggest that we’ve only seen about 5% adoption of the potential market. This means that the pie can grow tremendously, even as more contenders seek to have a slice. Which is why I believe we’re going to see a super-collider effect of marketing automation in 2014. ___________________________________ â–ş Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
|
|
Scooped by
Joemktg
|
There is a myth that implementing a marketing technology point solution is a bad idea. Like giving your significant other a bathroom scale as a birthday present is a bad idea. First aid kit sold separately.
Key excerpt...
If you can adopt one or two conglomerate solutions to implement the majority of your marketing technology strategy, that’s terrific. Conglomerate solutions can serve as the backbone of your marketing technology infrastructure. Other things being equal, the fewer different software packages you have to integrate and manage, the better.
However, other things aren’t always equal. There are two reasons why you would want to supplement those conglomerate solutions with point solutions to achieve greater marketing impact: - The capability you want isn’t included in your conglomerate solution.
- The capability you want isn’t differentiated enough in your conglomerate solution.
|
|
Scooped by
Joemktg
|
What are the most important tools a marketer needs to complete his or her marketing goals and business objectives?
Digest...
The marketer's essential marketing technology stack is: - Marketing Automation: The organizations who can adopt and master it fastest will be the ones that outpace their competition. As with everything, of course, if the attempts at marketing automation do not align with marketing and business objectives, then it will probably be a waste of time.
- Content Management: What also makes content management systems powerful from the marketer's perspective is the ability to create websites with dynamic, personalized content. A (good) CMS provides marketers with the tools needed to create a very specific user experience and engagement plan. Marketers can effectively map out the paths they want their visitors to take when they visit the organization’s web site.
- Portals and Collaboration: Another type of portal is a sales portal. Employees can log in and see the progress of the other salespersons in the organization. It has a competitive aspect, and this type of portal isn't limited to just the sales department. The portal could represent how each franchisee is performing in the region and other franchisees can compete to increase their revenue or decrease whatever negative metric they want. Perhaps a law firm has a portal that keeps track of all the cases acquired and won per lawyer, and when each lawyer logs in to the portal, they are notified of their current standing.
- Social Media: You've probably seen it before, but if you've ever opted to "log in with Facebook account" on a website, you just participated in a marketer's attempt to better understand you as a user. Marketing can collect valuable data from their users by integrating social into their digital marketing plans. Not only that, but marketers can then recognize and better serve users as they hop through different channels - both socially and internally.
|
|
Scooped by
Joemktg
|
Digest...
Marketing automation is making inroads at many b2b companies, with 46% currently using marketing technologies in some form and another 20% evaluating platforms to adopt, according to a new study by BtoB. Among those marketers currently using marketing technology, 62% said they are “strong” or “full” adopters, compared with 40% who said they were as committed in 2012. For 2014, this figure is projected to jump to 81%, according to BtoB's “Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns.” The study is based on an online survey conducted in April that drew 204 marketer respondents. Marketers are clear about the tasks marketing automation can address. Seventy-eight percent of survey respondents cited online lead generation as a major goal when implementing a marketing automation solution, followed by tracking website visitors (77%), managing marketing campaigns and tracking lead activity (70% each), lead scoring and qualification (69%) and automated lead nurturing (62%).
|
|
Scooped by
Joemktg
|
Summary...
Should marketing have more art or more science? Both! These aren't an either/or proposition. Modern marketing is about combining the best of left-brain analytics and right-brain creativity to deliver compelling customer experiences.
This presentation introduces the hybrid "marketer scientist" -- an ideal blend of storyteller, data analyst, brand champion, experimentalist, experience designer, technologist, change agent, and system thinking. Of course, not everyone needs to be an expert in ALL of those. But all marketers should be willing to embrace them, and the modern marketing organization must find a way to synthesize them with a balanced team.
|
|
And this will all belong to the Sales and Marketing Ops group, reporting into Sales.
Click/tap to view the original article.
This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing