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The Top 10 Marketing Technology Articles Curated Today, Tuesday, 6/18/13, from The Marketing Automation Alert

Today is the polar opposite of yesterday: heavy and insightful reading. It leads off with what we think is the best summary of the role content marketing plays in the B2B marketing and sales process (from Aberdeen). We’ve also included what we think may be a great measurement of market share by MAP vendor: not by revenue or by units, but by web site usage. Combine this with a free eBook, an infographic on social CTA’s, and an updated social media design blueprint, and we’d say you’ve got some excellent content to review.

 

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Featured Marketing Automation Article

 

Content Marketing is the Alchemy of Intent | Research with Results: a blog from the Aberdeen Group

 

http://sco.lt/5HbJzd

From blogs.aberdeen.com - Today, 8:48 AM

 

Key excerpt (with our bold)...

 

This means that the part of the mission that used to belong almost exclusively to sales is now shared between marketing and sales, with more and more of the responsibility shifted to marketing. That mission is to shape the buyer’s vision.

 

Beyond the intuitively clear sense of what a buyer’s vision is, it’s created by a set of assumptions about both the challenge the prospect is trying to solve and the critical capabilities that are necessary to solve that challenge. There are sales methodologies built around shaping the buyer’s journey. But if the bulk of the decision journey doesn’t happen with sales, then sales has a narrower than ever window in which to do this hard work.  

 

This is largely what content marketing is all about — vision shaping through information. It’s for this reason that I call content marketing “the alchemy of intent”. A big part of vision shaping is framing the challenge or even identifying a challenge the prospect didn’t know they had, a “latent need” in the vernacular. Content marketing is about using various media to turn both latent and blatant need into an intent to buy, transforming it into a sellable need.

 

iNeoMarketing's insight:

Without a doubt the most insightful bit of writing we've seen in quite a long time. Nailed it. This is EXACTLY the role of content marketing vis-a-vis the sales process, and anything less than that for the B2B marketer is irresponsible.

 

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Future Of Digital Marketing - Futurelab

 

http://sco.lt/6CrtU9

From www.slideshare.net - Today, 9:09 AM

 

A talk given at the Future Of Digital Marketing conference in London June 2013

 

Important excerpt...

 

One of the reasons that 70,20,10 is so broadly applicable as a model is because new things rarely kill old things, we need to embed dgitally native practices like optimisation and amplification into our businesses, but we also need to leave room for continuous innovation. The three horizons model enables a portfolio approach to innovation, mixing incremental with the radical. Horizon 1 focuses on innovations that improve your current operations, or focus on existing markets or technology, and so are incremental. 70% of resource might be applied here. Horizon 2 concentrates on extending your current competencies into related markets, or existing technologies and markets that you don't currently serve/use. This might be your 20%. Horizon 3 is about innovations that will change the nature of your industry, or seed options for the future. This is the 10%.

 

iNeoMarketing's insight:

The post (in the link below) provides the color to each slide, so you'll want to review the deck with the post. 70-20-10 is about right.

 

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The Smart Guide To Lead Generation [FREE Ebook] - Hubspot via Unbounce

 

http://sco.lt/7eUjo1

From unbounce.com - Today, 8:52 AM

 

So what goes into a best-of-class lead generation engine? Learn the 30 greatest lead generation tips, tricks, and ideas - Download the free ebook now.

 

Excerpt...

 

There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning. In this guide, we expose the top 30 techniques marketers should utilize to increase leads and revenue. These tactics have been tested over the past 7 years and have been used by 8,000+ Hubspot customers to generate more than 9.8 million leads.

 

iNeoMarketing's insight:

I know we've seen this before, but if you haven't, boom there it is. And it's priced right.

 

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Transforming Lead Scoring with Big Data - CRM Magazine

 

http://sco.lt/77QkCX

From www.destinationcrm.com - Today, 7:47 AM

 

Combine prospects' behavioral and social scores for accurate sales predictions.

 

Excerpt...

 

But wait, there's a caveat. The data is unstructured.

 

This is where a new breed of big data analytic tools comes into play. Advanced technologies use natural language processing, Web mining, and machine learning to structure the unstructured (i.e., turn the mountains of information in the social Web into data that is clean and actionable). With these new tools, companies can take lead scoring to the next level by fusing demographic, firmographic, and behavioral scores with a new type of score—the social score.

 

Social score is best used against an ideal buyer profile that takes into account all possible digital footprints. For example, a company might find that the ideal buyer for one of its products is a person who takes an interest in cloud computing, attends a Gartner or Forrester IT conference, follows certain industry analysts, and has knowledge about VMware and Amazon cloud. Matching new leads with this ideal buyer profile will provide a strong indicator about the buyer's relevancy, regardless of the information he or she provides.

 

Combining the behavioral score, which indicates a person's level of awareness and interest with the social score, which indicates a person's true relevancy to the business, produces an extremely accurate prediction of one's likelihood of making a purchase.

 

iNeoMarketing's insight:

Social scoring is just one aspect of the profile that leads to predictive analytics, but the degree to which it is inaccurate makes us pause. Not everyone tweets about everything in their lives, professional or personal. It's a helpful additive, but not a panacea.

 

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Four ways to automate your social marketing - Econsultancy

 

http://sco.lt/8tUht3

From econsultancy.com - Today, 7:33 AM

 

In today’s social orientated marketing landscape most business have taken the leap of faith into social marketing. If you are one of these business you know how time consuming and resource intensive social marketing can be.

 

Condensed...

 

1. Use smart scheduling for maximum engagement

Using a service like Swayy or Buffer will increase your productivity, allowing you to share more quality content each week which will result in more engagement and more fans and followers.

2. Spread the workload among your staff

Designate time slots to each individual and spread the workload among your entire team. The more your team gets involved with your social marketing the more likely they are to feel connected to your brand and be able to provide important insights on how you can improve your business.

3. Be aggressive with social buttons

Automate the growth of your social communities by placing social buttons linked to your social profiles within emails, newsletters, and other marketing material.

4. Open your blog up to guest bloggers

If you plan to publish two posts a week (the minimum in my opinion) then choose one of these slots and open it up to guest bloggers from your niche. Every niche has many bloggers and these bloggers are always looking for guest blogging opportunities.

 

iNeoMarketing's insight:

Simple, basic advice. Social Marketing 101. Regarding #1: know which time segments are most effective through your analytics.

 

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Marketing Automation technologies Web Usage Statistics - BuiltWith.com

 

http://sco.lt/8vXSMr

From trends.builtwith.com - Today, 6:31 AM

 

Usage Statistics for Marketing Automation technologies

 

iNeoMarketing's insight:

Loose definition of MA, but fascinating nevertheless. An indicator of market share? Click through for the very revealing table.

 

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[INFOGRAPHIC] Days and Times With Highest Online Ad Click-Through Rates - Profs

 

http://sco.lt/83kTDd

From www.marketingprofs.com - Today, 6:27 AM

 

iNeoMarketing's insight:

1) Source is Infolink, so it's display advertising CTRs

2) Majority of sample sites are B2C

 

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[Infographic] Social Calls-to-Action Work | Dan Zarrella

 

http://sco.lt/561bHN

From danzarrella.com - Today, 6:11 AM

 

For more social media data like this, check out my latest book The Science of Marketing now! Traditional marketers and sales people have known for years

 

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The Ridiculously Exhaustive Social Media Dimensions Blueprint [INFOGRAPHIC] - TentSocial

 

http://sco.lt/773u4n

From tentsocial.com - Today, 6:08 AM

 

Social Media Design Infographic: All the dimensions, for all of the social media platforms, all in one place.

 

iNeoMarketing's insight:

Updated on May 15, 2013.

 

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[INFOGRAPHIC] The State of Digital Marketing for SMBs | Vocus

 

http://sco.lt/5IELs9

From visual.ly - Today, 6:00 AM

 

The 2013 Inc. Digital Marketing Survey results, by Vocus and Inc. Magazine.



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