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How CRM and marketing automation have delivered $5m in revenue to this ASX-listed company - CMO.com

How CRM and marketing automation have delivered $5m in revenue to this ASX-listed company - CMO.com | The MarTech Digest | Scoop.it
Silver Chef had been using Salesforce CRM for about four years before D’Alessandro started in 2015, but was seeing a decline in use.

“The big issue was we were using it just to track sales behaviour but had none of our customer data in there,” he said. “What we identified was a need for sales people to access better information about their dealers and customers, the contracts and assets.”

The first step was integrating CRM with finance and contract management systems in order to expose data to the sales team and in turn, the marketing function. The second step was adopting Salesforce B2B marketing automation platform, Pardot.

“Sales is now using that for day-to-day activities to make sure they’re meeting with the right dealers and customers, while marketing is using it to make sure we are segmenting the market right, and providing the right offers to the right people at the right time,” D’Alessandro said. “We couldn’t have done that just by tracking sales behaviour, we need to use it as an aggregation point for our business. So we have built a 360-degree view of our customers, dealers, assets and our contracts.”
CYDigital/marteq.io's insight:

How CRM and marketing automation have delivered $5m in revenue to this ASX-listed company - CMO.com

 

INTEGRATION!!!

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Breaking Down Barriers Between Marketing Tech And Site Code - MediaPost

Breaking Down Barriers Between Marketing Tech And Site Code - MediaPost | The MarTech Digest | Scoop.it
Here are some ways companies are working around the code barrier:

•Leaving segmentation to places where it doesn’t break anything.

•Pulling engagement behavior into a separate, less fragile environment. 

•Sharing site ownership between marketing and development. 

And this situation will get even better based on a few more developments on the horizon:

•More API-like gates to enable low-risk sharing of information between data sources (like marketing sites) and insights developers (like Segment). 

•More of a modular approach for tracking, creating a safe area within the code where marketers can drop tags and enable tracking without affecting the display. 
CYDigital/marteq.io's insight:

It's inevitable that there will be code issues, especially with a fully integrated stack.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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It’s Time B2B Marketers Sweat The Small Stuff to Drive Bigger Results | CustomerThink

It’s Time B2B Marketers Sweat The Small Stuff to Drive Bigger Results | CustomerThink | The MarTech Digest | Scoop.it

"Not everyone has a big budget to spend on completely restructuring their marketing org, buying fancy technology, etc. Take a deep breath and start small to win big. Here’s how Kate Athmer of Integrate suggests getting started:

  • Identify which demand gen challenges are affecting your organization. We created a demand marketing assessment guide to help with this. You can get it here.
  • Talk to your peers at other organizations to learn how they’re approaching similar problems.
  • Create a strategy for solving these challenges incrementally.
    • How can you reiterate manual processes to speed them up? For example, creating templates for repetitive efforts.
    • Are there any alternative ways to approach a problem that would be more efficient? Maybe existing tech you have could be repurposed?"
CYDigital/marteq.io's insight:

The sooner B2B MarTech is pulled from Marketing and given to Sales Ops, the better for mankind. And I'm a marketer.

 

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact marketingIO to see how. #MarTech #DigitalMarketing

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The Benefits of Integrated Client-Facing and Marketing Technology - Wealth Management

The Benefits of Integrated Client-Facing and Marketing Technology - Wealth Management | The MarTech Digest | Scoop.it
Improving technology performance and efficiency rank at the top of their investment priorities over the next 12 months. As any pursuit of a tech stack overhaul involves the outsourcing of certain functions, deferring platform design and maintenance to a vendor enables firms to both reduce operating costs and achieve scale at a higher pace than otherwise possible.

But exactly how are these goals accomplished? The answer is an integrated technology stack.

One example of such a stack is already present within the marketing and client-facing practices of many financial services firms. It consists of a customer relationship management (CRM) system, a marketing automation platform (MAP) and a sales enablement solution. By placing an emphasis on platform integrations, each individual technology generates a better ROI for three main reasons: unimpeded data flows, higher rates of adoption and tighter organizational alignment.
CYDigital/marteq.io's insight:

CT for details behind the 3 main reasons.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Your MarTech Silos Are Slowly Killing Your Company (And What To Do About It) - Forbes

Your MarTech Silos Are Slowly Killing Your Company (And What To Do About It) - Forbes | The MarTech Digest | Scoop.it
The growth of public APIs has grown from 186 in 2005 to 15,799 in 2017 according to Scott Brinker’s ebook. The implication being that marketing technology product integration continues to be a growing trend, especially among the major players such as Salesforce, Adobe, SAP, Marketo and several others.

The problem is that even when you integrate these products, you’re still seeing multiple reports from each platform. So while the data may flow between platforms, you’re still not seeing the big picture.

Artificial Intelligence (AI), particularly what is known as an expert system, appears to be the answer to all problems.

What I can tell you is that when you start with an integrated marketing platform and build AI into the system from the start, what you get is an intelligent resource that works for you (rather than you bending your company’s marketing around some one else’s technology stack).
CYDigital/marteq.io's insight:

AI needs to be baked into the applications, or at the very least the centerpiece of your stack.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Omnichannel Integration as a Marketing Stack Strategy - DM News

Omnichannel Integration as a Marketing Stack Strategy - DM News | The MarTech Digest | Scoop.it
Brands which attempt to build integrated marketing stacks inhouse, said Tack, "can get in over their heads really quickly." Of course, there's no shortage of partners who can assist in integrating such platforms and tools at the systems level. But systems integrators, said Tack, "are great at software, not data." And successfully traversing the obstacles which confront the CMO is impossible, Tack said, if data remains siloed. 
The Omnichannel Integrator, as Acxiom explains it, is neither a product nor a platform, but specific expertise in consolidating the data layer, and making the data available to the multiplicity of marketing channels.
CYDigital/marteq.io's insight:

An important approach: the data layer should never be overlooked.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Systems Integrators Are Delivering What Vendors Still Can't - eMarketer

eMarketer: Companies’ marketing technology stacks are constantly growing. Why is this problematic?

Tony Branda: Each piece of marketing technology—be it a marketing automation tool, an experience cloud or a CRM [customer relationship management] solution—has its own data model attached to it. Every step in the cross-device journey requires data handshakes between different systems. For example, in the past, we had a number of point solutions for mobile marketing, but we didn’t have a marketing database where we brought them all together. We didn’t have one version of the truth.
CYDigital/marteq.io's insight:

A case study from Axciom, but very common.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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The precarious predicament of point solutions - MarketingTechNews

The precarious predicament of point solutions - MarketingTechNews | The MarTech Digest | Scoop.it
Many are wasting time jerry-rigging their own marketing stacks from disparate point solutions that ultimately result in increased costs and unnecessary friction. Marketers should instead ask themselves: what is the total cost of ownership of this stack?

The pursuit of best-in-breed will not be worthwhile if the difference in KPIs is marginal and the percentage of non-working pounds – often hidden from view – increases.

Workflows are complex enough, and this approach will only complicate processes further.
CYDigital/marteq.io's insight:

It all depends on your requirements. If you can get what you need from a platform, great. If not, integrate away. It's doable with a little help from Ryzz.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Marketing data integration: Don’t neglect the fundamentals - VentureBeat

Marketing data integration: Don’t neglect the fundamentals - VentureBeat | The MarTech Digest | Scoop.it
  • Collectively exhaustive: Your connectivity layer should be “fit for purpose” for powering your entire stack, not just a component of it. 
  • Low maintenance: Your connectivity layer should eliminate, or at least minimize significantly, the overhead associated with maintaining third-party APIs. 
  • Open: Your connectivity layer should be partner and channel agnostic.  
  • Flexible: Your connectivity layer should be able to “translate” in order to support all of the various schemas utilized by each of the endpoints across your marketing stack. 
  • Secure: Your connectivity layers needs to be secure and reliable from end to end. 
CYDigital/marteq.io's insight:

We don't see it yet, but a performance monitoring device that covers the integrated stack is needed. Software-based.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Zapier vs. IFTTT: The Best Tool for Task Automation - TechnologyAdvice

Zapier vs. IFTTT: The Best Tool for Task Automation - TechnologyAdvice | The MarTech Digest | Scoop.it
When comparing Zapier vs. IFTTT, you’re not exactly comparing equals. IFTTT is free, but comes with some of the complicated issues you’d find with any open-source tool. The number of connections it provides makes it a great choice for folks who want to automate their home and simple data chores, or for small businesses that can trade a little time for the price of a free product. Zapier is a business-oriented tool meant to help speed business processes. That means most of its integrations are made for sales, marketing, and IT. 

Both of these tools build their models on third-party connections, so keeping those connections current and backfilling information when the connections break will present itself as your newest maintenance task. In the long run, you’ll find that refreshing your connection every so often is a small price to pay in exchange for all those manual tasks you no longer have to think about.
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. 

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3 Problems You Need to Solve Before You Buy New Marketing Technology | CustomerThink

3 Problems You Need to Solve Before You Buy New Marketing Technology | CustomerThink | The MarTech Digest | Scoop.it
1. Ineffective Lead Response.

An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates, and demand generation ROI, significantly.

2. Poor Messaging.

You can throw all the technology in the world at your target market, and if your message doesn’t resonate with that audience, it’s all for naught. 

3. Poor Content.

Content is hard work. But good content is the lifeblood of effective demand generation. By “good content” I mean information of value that speaks to your audience’s pain, problems, and challenges and not content that simply sings the praises of your product. 
CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Lack of Integrated MarTech Platforms Hurting Omnichannel Activities - MarketingCharts

Lack of Integrated MarTech Platforms Hurting Omnichannel Activities - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How Integrating Marketing Technology Can Accelerate Acquisition | Adobe

How Integrating Marketing Technology Can Accelerate Acquisition | Adobe | The MarTech Digest | Scoop.it
Here are three ways you can jumpstart the process of accelerating your acquisition efforts.

1. Embrace a Data-Driven Culture.
Your organization must be prepared to quickly deliver the most relevant brand experiences at any touchpoint — and carefully executed data-driven marketing is the answer.

2. Take Hold of First-Party Data.
By activating and operationalizing your first-party data, you can deliver more relevant content and offers more consistently.

3. Welcome Integration With Arms Wide Open.
Our mindsets must shift with regard to not only how we define the success of our marketing channels, but also how our organizations view integration. With customers jumping in and out of touchpoints, it takes a unified, integrated approach to make sure they have a solid experience to land on. As the world of acquisition evolves, so must your digital marketing strategy — including the integration of marketing and advertising technologies.
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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The Poor Man’s Marketing Stack: How to Hack Marketing Automation - Kissmetrics

The Poor Man’s Marketing Stack: How to Hack Marketing Automation - Kissmetrics | The MarTech Digest | Scoop.it
There are over 2,000 marketing technology companies today. Each one doing something a bit different, filling some unique yet critical need. That means on a daily basis, marketers might choose from 100 different software programs to fulfill relatively basic tasks.

That inspired somebody, somewhere, to misappropriate the word ‘stack’ from the development world to describe how a particular company might be aligning all their pieces of a marketing and sales pie. The result often becomes a head-bangingly frustrating process where you’re piecing together several to deliver a single campaign.

Sure, you could opt for an all-in-one solution like HubSpot. But it’s also expensive. What if you don’t have that kind of loot?

Here’s how you can use even the most basic, inexpensive or free pieces of software to replicate sophisticated marketing automation and business process hacks.
CYDigital/marteq.io's insight:

CT for the details. It's what you'd expect: using Zapier or IFTTT to piece things together.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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Integrating marketing technologies? That's the easy part - Chief Marketing Technologist

Integrating marketing technologies? That's the easy part - Chief Marketing Technologist | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

We're seeing something different: the lack of expertise. The strategy and the flows are there, but the right people are missing.

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Do Your Vendors Play Well Together? 4 Keys For Harmonizing Your Marketing Applications - MarketingLand

Do Your Vendors Play Well Together? 4 Keys For Harmonizing Your Marketing Applications - MarketingLand | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. 

CYDigital/marteq.io's insight:

Data Connectors: it ain't easy. But with it comes attribution!

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The CMO Solution Guide to Leveraging New Technology and Marketing Platforms - Oracle Marketing Cloud

The CMO Solution Guide to Leveraging New Technology and Marketing Platforms - Oracle Marketing Cloud | The MarTech Digest | Scoop.it
As the marketer’s role continues to morph at light speed in an attempt to deliver a seamless positive customer experience across all touch points, so does the technology underneath and the associated headaches. Here are CMO peer solutions and a collective perspective on how CMOs are tackling this issue.
CYDigital/marteq.io's insight:

Behind a quick reg form. Important information for those who are grappling with the integration issue.

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[FREE] The B2B Enterprise Demand Generation Study - Annuitas

[FREE] The B2B Enterprise Demand Generation Study - Annuitas | The MarTech Digest | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital/marteq.io's insight:

Behind a quick registration form.


Cripes almighty: 3%? Want to know why? Attribution. Metrics. And the lack of those two is a result of a lack of integration. How the hell can you possibly measure ROMI?

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Will Marketers Ever Find a Single Customer View Solution? - eMarketer

Will Marketers Ever Find a Single Customer View Solution? - eMarketer | The MarTech Digest | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

CYDigital/marteq.io's insight:

This is the single-most perplexing MarTech problem right now, regardless of size of the company. Without it, you can't begin to measure ROI, and without measuring ROI, you can't logically assess the MarTech investment.

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Capitalizing on the Promise of New Marketing Technologies - MTA

Capitalizing on the Promise of New Marketing Technologies - MTA | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

CYDigital/marteq.io's insight:

Just scratches the surface. Without integration between your MarTech components, you won't have a complete record of activity. As a result, reaction to behavior will be faulty, and ROI will be nearly incalculable. 

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The Big List of Zapier Hacks for Marketers - Buffer

The Big List of Zapier Hacks for Marketers - Buffer | The MarTech Digest | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

CYDigital/marteq.io's insight:

Another tremendous resource for you to bookmark! An all hands-on, step by step article.

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CDW : Report: Organizations Identify Migration and Integration as Top Challenge in Cloud Deployments | 4-Traders

CDW : Report: Organizations Identify Migration and Integration as Top Challenge in Cloud Deployments | 4-Traders | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital/marteq.io's insight:

I look at this, and I don't think push-back from IT. Rather, I can see the opposite effect, where IT looks at the degree of difficulty and wants to manage the whole magilla so as to make the task easier. 

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MarTech Realities: Integration, Build vs. Buy Decisions - CMS Wire

MarTech Realities: Integration, Build vs. Buy Decisions - CMS Wire | The MarTech Digest | Scoop.it

Digest...


Today, we continue to the conversation with another number: 50. That's 50 as in the percentage of digital marketers who favor a marketing cloud suite — the same number who like a best-of-breed solution approach.

 

What's the advice to someone stepping into buying marketing software for the first time?

 

"When you make your technology investments," [Mike] Sands [CEO, Signal] told CMSWire, "always keep integration top-of-mind — don’t just focus on features and functionality. All of your teams should be trained to make integration a priority. And when buying new solutions, you should select vendors that understand your company’s data strategy and provide a clear path to making their technologies connect to the rest of your ecosystem, including legacy systems."

 

 

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CYDigital/marteq.io's insight:

I've seen this numerous times, and the conclusion: your selection is a function of your staffing. If you have the talent (or the resources to secure the talent), then best of breed is the path to take. Otherwise, play it smart.

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5 Things CMOs Need To Know About APIs - MarketingLand

5 Things CMOs Need To Know About APIs - MarketingLand | The MarTech Digest | Scoop.it

Digest...


1.  Be Where Your Customers Are, No Matter What The Channel

The notion of gaining access to all those devices is daunting. Luckily, there’s a fast-track solution. APIs let you securely serve up your data, services, or content, enabling developers to build apps for any device using that data.

 

2. Partnering For Digital Network Effects

APIs make it easy to exchange data and integrate with partners. Your partners, in turn, can extend the value of your data and create something even more valuable.

 

3. In The Digital Economy, Innovation Happens Outside Your Box

APIs not only let you showcase your business on mobile devices and create network effects with partners to fuel innovation. They open up access to millions of app developers around the world who are hungry to build the next big thing.

 

4. Survival Of The Fastest

APIs are the business technology that removes organizational, technical, and security barriers to unlock the value inside your enterprise. They make it easier for a CIO to say “yes” to a CMO while maintaining security and control. They’re a simple interface on complex systems that provides the agility to react when market and customer expectations shift.

 

5. Become A Real Digital Business

CMOs need to understand how new technologies like APIs help create value for customers. CIOs need to understand how customer and market expectations must drive their technology decisions. In other words, the partnership must center around the customer.

 

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CYDigital/marteq.io's insight:

For homegrown systems, APIs open up your finely built engine to a variety of functions from 3rd parties. So don't exclude the legacy systems: APIs take internal systems to much higher levels.

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8 Reasons Why an Integrated Digital Marketing Campaign is Needed? (Infographic) - Digital Marketing Philippines

8 Reasons Why an Integrated Digital Marketing Campaign is Needed? (Infographic) - Digital Marketing Philippines | The MarTech Digest | Scoop.it

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