The MarTech Digest | Scoop.it

Why Venture Capitalists Are Betting on Marketing Tech Over Ad Tech - WSJ

marketingIO — Tue, 06 Sep 2016 13:30:49 GMT

Why the divergence? One key factor is the business models that power these companies, venture capitalists say.

Advertising technology took off on the promise to automate the buying and targeting of ads across the web. Such companies have typically relied on “media-based” business models, whereby they collect revenue based on the volume of advertising they purchase and place on behalf of clients. They often sell to third parties in the ad ecosystem like marketers’ ad agencies, as opposed to the marketers themselves.

By contrast, many marketing tech companies have instead focused on selling software on a subscription basis, often directly to marketers. The recurring and relatively predictable software-as-a-service revenue model is often more attractive to investors because it’s less exposed to fluctuations in ad spending and other market dynamics.

Another consideration for early-stage investors is their potential exit. For many marketing and ad tech companies, the goal is to ultimately sell to a larger player. Terry Kawaja, chief executive of LUMA Partners, which has offered strategic advice to numerous advertising and marketing-related technology companies, said there’s a wider pool of potential buyers for marketing technology companies than for advertising technology ones. That makes them more attractive to venture capitalists.

marketingIO's insight:

FWIW...

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FunnelCake Unveils Marketing Operations System For B2B Teams - Demand Gen Report

marketingIO — Tue, 06 Sep 2016 13:20:57 GMT

Marketing performance measurement company FunnelCake announced its Marketing Operations System (MOS), a solution that the company says will provide users with actionable reporting tools to quantify their marketing ROI by connecting data across all of the user’s systems.

Built on the Microsoft Azure platform, the solution leverages Big Data and machine learning capabilities to give users a holistic view of their sales funnel and attribute revenue to campaigns, according to the company. FunnelCake can link the user’s buyer personas to ongoing online and offline campaigns, as well as specific content assets and sales activities.

The company says that the solution comes with preconfigured reports for revenue-based performance metrics, including:

Cost per lead;
Cost of customer acquisition;
Lead velocity; and
Full-funnel conversion rates.

marketingIO's insight:

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Hootsuite Introduces New, Simpler Plans for Customers - Hootsuite Social Media Management

marketingIO — Tue, 06 Sep 2016 13:10:38 GMT

We’re now able to offer our customers their choice of five plans: Free, Professional, Team, Business, and Enterprise.

marketingIO's insight:

Smart.

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Salesforce launches analytics app for B2B marketers - MarketingDive

marketingIO — Tue, 06 Sep 2016 13:00:47 GMT

"After launching its Wave Analytics Cloud less than two years ago as a data visualization tool for sales managers, Salesforce is launching a series of Wave apps for specific verticals, including an app for B2B marketers.

The move will allow Salesforce and third party vendors to build custom apps for the Wave Analytics Cloud, according to TechCrunch.

The Wave dashboard for B2B marketers is designed to uncover what works and doesn’t with marketing campaigns and stragegies, and help improve alignment between marketing and sales departments."

marketingIO's insight:

Just a bit more info...

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Salesforce Announces Wave for B2B Marketing — Analytics for Every B2B Marketer | Pardot

marketingIO — Tue, 06 Sep 2016 12:50:49 GMT

Salesforce announced the Wave Analytics for B2B Marketing app, a new Salesforce Wave Analytics app that will enable users to dive deeper into marketing, CRM and third-party data and empower them to gain new insights into campaign performance to maximize marketing efforts.

Wave for B2B Marketing is the only out-of-the-box marketing analytics solution specifically for Salesforce customers that provides marketers with a consolidated view of the marketing and CRM data that matters most to them — including lead volume, lead to opportunity conversion rates, pipeline velocity, and campaign ROI. Customers can also pull in data from third-party solutions like Google Analytics, and webinar and event management platforms, to get a complete view of all marketing efforts. Customers get pre-built dashboards that show high-level metrics for heads of marketing as well as more tactical metrics for front-line marketers, but also have the power to create customer dashboards based on specific roles.

Marketers don’t measure just to report. They measure to improve. With Wave for B2B Marketing, marketers can easily dissect data to understand how their campaigns are performing and quickly make adjustments to improve — without the need for a dedicated analytics expert.

Marketers can easily share snapshots of data and insights directly from the app, and work with sales to take immediate action as a team to turn more prospects into customers, across any device — desktop, tablet, or mobile phone.

marketingIO's insight:

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Salesforce Hints New Einstein Project, Bringing AI Into The CRM - Demand Gen Report

marketingIO — Tue, 06 Sep 2016 12:40:59 GMT

In his recent cover story interview with Forbes, Salesforce CEO Marc Benioff unveiled a sneak peek at the company’s most recent project: Salesforce Einstein. Benioff noted via Twitter that this project is the first comprehensive artificial intelligence (AI) platform for CRM.

“If this is not the next big thing, I don’t know what is,” said Benioff in his interview with Forbes. “We are going to catch our competitors by surprise.”

The new project will integrate AI capabilities into a majority of Salesforce’s current offerings, according to Forbes. This will include predictive recommendations designed to enhance the users marketing, sales and service initiatives. While Salesforce confirmed that everything in the Forbes story was accurate, they declined to comment further on the project.

marketingIO's insight:

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Are You Actually a Good Listener? [Flowchart] - HubSpot

marketingIO — Tue, 06 Sep 2016 12:30:15 GMT

marketingIO's insight:

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Email Deliverability Best Practices and Tips [INFOGRAPHIC] - EmailMonks

marketingIO — Tue, 06 Sep 2016 12:20:15 GMT

marketingIO's insight:

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Email Marketing Insights: Budget and Tactic Trends [Infographic] - Profs

marketingIO — Tue, 06 Sep 2016 12:10:41 GMT

marketingIO's insight:

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How Online Forms Can Anchor Your Business [Infographic] - Profs

marketingIO — Tue, 06 Sep 2016 12:01:00 GMT

marketingIO's insight:

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Your Must-Read MarTech Digest™, for Friday, 8/26/16 #MarTech #DigitalMarketing

marketingIO — Fri, 26 Aug 2016 14:41:05 GMT

Today’s curated articles summarized for your quick review:

See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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4 Things CMOs Need To Think About When It Comes To The Marketing Budget - Forbes

marketingIO — Fri, 26 Aug 2016 14:36:33 GMT

1. Making Assumptions

2. Time Management

No matter who is on your marketing teams – be they internal or external or combination of both, one thing is clear: You need to get the most out of them that you can.

3. Wrong People

4. Not Tracking

A final step in improving your marketing budget focuses on tracking. Do you know what the ROI was on your latest campaign?

marketingIO's insight:

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The Most Effective Digital Lead Generation Channels - Profs

marketingIO — Fri, 26 Aug 2016 14:11:11 GMT

Marketing Strategy - Businesses say email marketing and content marketing are the two most effective digital channels for generating sales leads, according to a recent report from Ascend2.

marketingIO's insight:

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LinkedIn Sales Navigator Is Not Enough For Most B2B Sales & Marketing Teams - Marketing Insider Group

marketingIO — Fri, 26 Aug 2016 14:08:57 GMT

Unfortunately, too many organizations think that LinkedIn Sales Navigator alone, will lead their sales and marketing teams toward more leads, sales conversations and revenues. In fact, one of the world’s largest software companies called LinkedIn Sales Navigator and the training they provide their “social selling strategy.”

But, all the “lead suggestions” and insights won’t help if you don’t have the right messages, the right content and the right approach to enable sales using LinkedIn. If you don’t have a customer development strategy or process – then you can’t have revenue performance management where you optimize your LinkedIn marketing and social selling efforts to meet sales opportunity and revenue objectives.

You see, LinkedIn Sales Navigator is a great platform that’s worth the investment because it can make your sales and marketing teams more effective. But it’s still just a tool (one piece of the puzzle.) You cannot just give your sales team LinkedIn Sales Navigator (and the training they provide) and expect to get anything more than just reach.

marketingIO's insight:

Amen.

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Google is Cracking Down on Intrusive Mobile Pop-Ups - HubSpot

marketingIO — Fri, 26 Aug 2016 14:00:12 GMT

According to the official statement, interstitials affected by Google's crackdown include the following:

"Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.
Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold."

marketingIO's insight:

What I yet don't know if this applies to sign-up pop-ups, e.g., Sumo.

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10 Groups to Join on LinkedIn if You’re in Marketing - Act-On Marketing Action Blog

marketingIO — Fri, 26 Aug 2016 13:56:47 GMT

1. Digital Marketing
2. B2B Technology Marketing Community
3. Advertising Age
4. B2B Content Marketing
5. Content Marketing Institute
6. eMarketing Association Network
7. Sales & Marketing Alignment
8. Designers Talk
9. SEO Expert
10. Account-based Marketing

marketingIO's insight:

Remember: you have to participate.

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The Detailed Guide To Conversion Rate Optimization - Mountnow

marketingIO — Fri, 26 Aug 2016 13:46:47 GMT

Conversion rate optimization will help you gain more customers without increasing your current traffic. This guide will teach you everything you need to know.

marketingIO's insight:

A DEFINITIVE primer! Perfect to pass along to the MarTech newbies.

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The Rule of Three in Marketing - Gartner

marketingIO — Fri, 26 Aug 2016 13:32:05 GMT

How does the rule of three apply to marketing?

Three problem statements—three reasons the world has changed
Three benefit statements—better, faster, cheaper (but, please, never that)
Three features that matter most—the whatsis, the thingamajig and the carbondingulator
Three packaging options—small, medium, large
Three service levels—silver, gold, platinum

marketingIO's insight:

It's that Trinity thing again for this ol' Catholic boy.

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Your Must-Read MarTech Digest™, for Thursday, 8/25/16 #MarTech #DigitalMarketing

marketingIO — Thu, 25 Aug 2016 14:27:09 GMT

Today’s curated articles summarized for your quick review:

See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Who Is Responsible for Marketing Technology Purchase Decisions? - Profs

marketingIO — Thu, 25 Aug 2016 13:50:40 GMT

Sales - The role of the person who is ultimately responsible for deciding which marketing technologies to purchase varies widely from company to company, according to recent research from DataXu.

marketingIO's insight:

No surprises.

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Why So Many Email Marketers Are Worried About Spamhaus - Oracle

marketingIO — Thu, 25 Aug 2016 13:40:44 GMT

We’re in an interesting time right now even with all of the anti-spam talk and regulations that are out there, Spamhaus is interestingly the only real power broker in the blacklisting space. A listing from Spamhaus can basically shut down an email program, because so many ISP’s use the Spamhaus listing as their blacklisting of choice.

Make no mistake about it, getting listed by Spamhaus will ruin your day, and probably cost you some money. A Spamhaus listing is a devastating thing for some marketers, as the listing exposes the weaknesses in their program, and they find out about the ongoing danger.

There is an easy answer to this potential issue. If you use confirmed opt-in, you NEVER have to worry about Spamhaus, or probably any other blacklisting again. That’s right, if you use confirmed opt-in, you are not going to be listed on Spamhaus… ever. For some of you reading this who have never been on this list, you don’t realize how life changing one of these listings can be, you don’t understand the fuss. You won’t feel that way after the listing.

marketingIO's insight:

Let us know if you need assistance.

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Oracle: Marketing Clouds Don't Exclude Best-of-Breed Solutions

marketingIO — Thu, 25 Aug 2016 13:30:41 GMT

"I don't believe this is such a binary issue," Chris Lynch told me, "whether the marketing cloud makes sense or doesn't make sense for a company."

Lynch, Head of Product Marketing at Oracle Marketing Cloud, was explaining that Oracle views the marketing cloud as a set of foundational technologies which people need—such as Eloqua and Responsys for orchestrating B2B and B2C customer experiences—and with which point solutions can readily be integrated. "We're devout about an open platform strategy," he said. "The existence of a marketing cloud need not be at the expense of other best-of-breed solutions."

"It's easy to look at cost," he said, "based on the initial contract. But what's quite often overlooked in the area of software-as-a-service is total cost of ownership." A marketing cloud may look pricier than point solutions, but it's necessary to look not just at the immediate product at point of sale, but at what will get delivered over a number of years—not least in terms of services and support which can prove costly. "There are a lot of varying versions of 'yes' when you ask if a solution can do something. You need to ask how it's going to be done, and about long-term cost."

marketingIO's insight:

Personalize your stack!!!!

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9 Little White Lies About Marketing Automation Platforms - GetResponse

marketingIO — Thu, 25 Aug 2016 13:20:17 GMT

marketingIO's insight:

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Analytics Are the No. 1 Marketing Technology - eMarketer

marketingIO — Thu, 25 Aug 2016 13:10:46 GMT

Software and professional services firm Clutch, in partnership with marketing agency R2integrated found in April that the vast majority of US marketers said they use web and marketing analytics products. This was the No. 1 type of marketing technology in use according to the survey.

marketingIO's insight:

C'mon, don't tease me...

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6 Steps to Selecting a B2B Marketing Automation Platform - Smart Insights

marketingIO — Thu, 25 Aug 2016 13:00:23 GMT

1. Define Your Business Goals

2. Avoid Shiny Object Syndrome

3. Restrict Your Choices

4. Professionally Manage Your Own Team and The Vendor

5. Challenge Vendors With a Scenario

6. Services Are As Important As The Product

7. Call marketingIO for guidance.

marketingIO's insight:

OK, I added the last one. But it's true!

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Facebook Page Design Changes: What Marketers Need to Know : Social Media Examiner

marketingIO — Thu, 25 Aug 2016 12:55:47 GMT

#1: Design Your Cover Photo Without Worrying About Overlap

#2: Add a Call-to-Action Button

#3: Make Sure That All of Your Tabs Have Content

#4: Add Custom Tabs

marketingIO's insight:

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Customer Experience Matrix: ABM Vendor Guide: Features to Look for in Target Scoring Vendors

marketingIO — Thu, 25 Aug 2016 12:50:18 GMT

Vendors in this category use statistical techniques to select target accounts. The models most often predict whether an account will make a purchase, but sometimes predict events such as renewing a contract or becoming an opportunity in the sales pipeline. Scores can be built for individuals as well as accounts, although account scores are most important for ABM. Many scoring vendors gather external data from public or commercial sources (or both) to gain more inputs for their models. They may or may not share this data with their clients, and they may or may not provide net new records. Target scoring is more than tracking intent surges, which do not capture other factors that contribute to likelihood of purchase.

The vendors in this category include the specialized scoring firms (Infer, Lattice Engines, Leadspace, Mintigo, Radius) plus companies that do scoring as part of a data offering (Avention, Datanyze, Dun & Bradstreet, InsideView, GrowthIntel) or for message targeting (Demandbase, Everstring, Evergage, Mariana, MRP, The Big Willow).

marketingIO's insight:

If ABM is the cornerstone of your strategy, this is a must buy.

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How to Consistently Accelerate Buying Decisions - Jill Konrath

marketingIO — Thu, 25 Aug 2016 12:40:13 GMT

The key is to prevent the slowdown from occurring in the first place. Here's how to make that happen.

1. Start by identifying the real issues why prospects aren't getting back to you. These are the root causes that need to be dealt with.

2. Put yourself in your buyer's shoes. You're a person who's open to change because you think it could be beneficial to your company. You've invested time meeting with the salesperson. But now you've run into roadblocks (issues).

3. Then, for each issue you've identified, ask yourself, "What could minimize this issue, making it easier for us to move ahead?" Write down as many ideas as you can think of. Engage your colleagues too.

4. Finally, move back into your sales mind again. This time, identify any current resources you have that could help you with these issues. And, think about ones you (or your company) could create to eliminate these issues.

marketingIO's insight:

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30 best Instagram marketing tools for your business | ClickZ

marketingIO — Thu, 25 Aug 2016 12:30:11 GMT

Instagram can be challenging for marketers when searching for the right kind of tools.

Here’s an attempt to help you improve your Instagram marketing efforts, with a collection of tools for scheduling, editing, content management, curation, measurement and more…

marketingIO's insight:

Not big on Instagram for B2B, but this is a great collection.

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60+ LinkedIn Profile Tips for Marketers - CMI

marketingIO — Thu, 25 Aug 2016 12:20:54 GMT

According to LinkedIn, users with complete profiles are 40 times more likely to receive opportunities such as job offers, mentors, or new business. Your LinkedIn profile is your digital resume. You can add more detail than you can on your printed resume. It will set you apart from your competition.

marketingIO's insight:

Too many to curate. Pls CT for all 60. A definitive list.

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