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Marketing Automation's Missing Link: Getting Higher Conversions Using Customer Intelligence - Forbes

From www.youtube.com - June 14, 2013 8:16 AM

Key excerpt...


Tomorrow’s Chief Marketing Officers (CMOs) are Eloqua, Marketo and Salesforce power users today.  The era of the digital marketer hasn’t just arrived, it’s rapidly accelerated past marketing strategies and methods that have proven marginally effective and lacking in analytical precision and measurement.


What’s fueling this marketing revolution are the insights gained from Big Data, predictive analytics, and natural language processing (NLP) algorithms, providing marketers valuable insights into how they can increase conversion rates. They’re also finding out more about who their prospective customers are through the use of personas.  I’ve been tracking Mintigo and their InterestBase platform, and the following video explains the benefits of this platform:


Marteq's insight:

It's not often we get excited about a product offering, but we are with this one. Even if you're not in the market, it's a must see video (2 minutes) and then a click through to interestbase.com. It may be the solution for the B2B Marketer to leverage data for lead generation.


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Phil Lauterjung's curator insight, June 14, 2013 10:40 AM

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How Big Data Facilitates Lead Scoring | Right On Interactive

How Big Data Facilitates Lead Scoring | Right On Interactive | The MarTech Digest | Scoop.it
From www.rightoninteractive.com - April 15, 2013 9:32 AM

Key excerpt...


All prospects leave behind “digital footprints” of their online activities. Twitter posts, Facebook shares, website visits, forum postings, network or connections – all give away a prospect’s online activity. The job of the marketer is to collect all disparate data from various sources, integrate everything in a common platform, and apply analytics. This offers a comprehensive picture of the prospect, offering the marketer a clear-cut idea of where the prospect stands.


Big data facilitates exactly this. It integrates and collates various streams of information, be it demographic data or lead intelligence to provide marketers with meaningful and actionable insights. Marketers may already have access to all the data independently, but without the ability to collate and the capability to apply analytics, they would fail to capture any significant insights.

Marteq's insight:

A very brief post, and the author had an opportunity to expand on the thought. We will: yes, a comprehensive overview of each and every touchpoint is important, but a blueprint is needed as well as the tools to execute on the blueprint. And ownership of the process needs to be clearly defined (IT vs. Marketing). Without a blueprint, tools and ownership, Big Data goes nowhere fast.


  • See the article at www.rightoninteractive.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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In the land of marketing, operations may become king - Chief Marketing Technologist

In the land of marketing, operations may become king - Chief Marketing Technologist | The MarTech Digest | Scoop.it
From chiefmartec.com - April 10, 2013 12:32 PM

Key excerpt...


But listening to Craig frame the rapid evolution of marketing operations, it struck me that marketing operations may be the right home for marketing technology leadership. Either the head of marketing operations is effectively the chief marketing technologist, or a chief marketing technologist reports to him or her.


This wasn’t a particularly brilliant leap of intuition on my part — Craig came right out and said it: “The marketing operations leader becomes the CIO of marketing. Dealing with the marketing systems and the way that marketers use them is a role for marketing operations.”


The difference between a marketing technology office and a marketing operations group, however, is that marketing operations encompasses a broader collection of interrelated operational responsibilities, covering ROI, accountability, process optimization, and marketing enablement:

  • Reporting and analytics
  • Budget management
  • Planning
  • Process management
  • Best practice syndication and training
  • Marketing systems
  • Data management and quality
  • Market intelligence


Marteq's insight:

Easy to say that we've always believed this, but having said that, we've always believed this! Our take: it's not the CMO who should interact with the CIO on a tactical basis, rather, it's the IT manager who interacts with the Marketing Operations guru (who is a part of the CMO's organization). The MOM(!) knows technology, MOM knows marketing, MOM understands all the pieces. Without MOM, the CMO is subject to the Business Process analyst (ugh).


  • See the article at chiefmartec.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Mayer Becker's curator insight, April 23, 2013 10:42 AM

No collection of articles about marketing operations and technologies is complete without a few words from Scott Brinker.
Mayer Becker's comment, April 23, 2013 11:50 AM
Absolutely agree! As marketing operations lead, I held a weekly meeting with our IT Service Manager to review objectives and budgets, and handle issues as they came up (like budget reductions).
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Why the Data will Dictate CRM and Automation Success in 2013 - 1to1 Media

Why the Data will Dictate CRM and Automation Success in 2013 - 1to1 Media | The MarTech Digest | Scoop.it
From www.1to1media.com - March 12, 2013 3:47 PM
Data cleanliness is of paramount importance to these marketers today. In a world of process orientation, moving the needle a few percentage points at each stage of the funnel can have significant benefits.


"Bad data" comes in several common forms:

  • Duplicate records include two or more of the same contact, causing activity tracked on a lead to be diluted, resulting in missed MQLs
  • Obsolete contacts are no longer in the position or at the company where they are listed as working
  • Incomplete contacts are missing fields such as job title, phone number, industry, or email address
  • Incorrect contacts contain a non-working phone number, old job title, or undeliverable email address
Marteq's insight:

We can't overemphasize the importance of working with clean data, from avoiding the above (and delivering nonsense to Sales) to the impact on your email marketing scores. Dedupe, consolidate, append and clean. Rinse and repeat.


  • See the article at www.1to1media.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Matt Casagrande's comment, April 28, 2013 7:19 PM
2013 marketers will have to look through more consumers data because the large amount of information that is coming in from social media site generated information and so for that they have created marketing automation
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The Marketer’s Guide to Actionable Data [INFOGRAPHIC]

The Marketer’s Guide to Actionable Data [INFOGRAPHIC] | The MarTech Digest | Scoop.it
From monetate.com - January 25, 2013 7:22 AM

This infographic is very applicable to B2B marketing, especially marketing automation. We need to pull the data out and use it as a part of the MAP...


Marteq's insight:

 

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  • If you like this scoop, PLEASE share by using the links below.

 

  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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FREE Report - Big Data: Impact on Marketing Organizations

FREE Report - Big Data: Impact on Marketing Organizations | The MarTech Digest | Scoop.it
From www.neolane.com - January 18, 2013 7:04 AM

FREE report from Neolane, and this is a report that B2B marketers, especially those using or planning on using marketing automation, ought to download...


In Q3 2012, Neolane and the Direct Marketing Association (DMA) surveyed more than 250 mid-level and executive-level marketers in a wide range of industries to better understand big data’s impact on marketing organizations.  Overall, the survey revealed that many marketers are ill-equipped to handle the growing influx of data and are behind in planning for tremendous growth


Among the findings:

  • 60% do not currently have or are unsure if their company has a specific strategy for handling the challenges of Big Data
  • 81% feel that they are either somewhat or not very prepared when it comes to the new rules and regulations of marketing data governance
  • 50% say that skill sets are changing, especially with the growth of social and mobile channels
Marteq's insight:

Download the report at www.neolane.com.


Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you like this scoop, please share by using the links below.

 

iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.

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