Executable campaigns are a powerful new feature designed to allow you to make your campaign logic modular, reusable and maintainable. However, staying within the limit of three nested executables can be difficult when your campaign trees get complicated. This article describes a simple method of classifying your executables into three categories to help you stay within the nesting limits while also remaining productive.
Three Categories for Executable Campaigns
This classification system has three categories with simple definitions:
Tier 1: These campaigns may not be executed by other executable campaigns
Tier 2: These campaigns may not execute other Tier 2 campaigns
Tier 3: These campaigns may not execute any other campaigns
By classifying your campaigns in this way, and abiding by their restrictions, you can avoid bumping up against the nesting limit.
Now we have a way to avoid the nesting limit, but how should you map your existing campaign logic and lifecycles into these categories? Let’s look at Tier 3 first, as it is the foundation of this model
Tier 3 – Task/Unit - May Not Execute Any Other Campaigns
Tier 3 cannot execute any other campaigns, and this is where individual tasks should be implemented. Your organization can define what a task is in this context, but I think that it is useful to borrow the definition of unit from software development: A unit is the smallest testable part of any software. In the context of Marketo, a unit is the smallest testable part of any campaign.
Let’s look at a common example for lead lifecycles: Taking a country input and outputting a country code to a different field.
The above is an abbreviated example using flow-step choices to match the value of Country to a particular country code. Supposing we wrote a test for this, we would expect a lead who enters the flow with an empty value of “United States of America” to receive a Country Code value of “US”.
This or similar steps could be a unit for your business, but you do not need to limit your units to single steps. Your Tier 3 task campaigns should tend to be short sequences of work which are used in multiple contexts
Tier 2 – Orchestration – May Not Execute Other Tier 2 Campaigns
Tier 2 (as well as Tier 1) are more flexible than Tier 3 campaigns as they can execute other campaigns themselves. These executables can be used to string sequences of other campaigns together alongside standalone flow steps. An example would be a Standard Data Enrichment campaign. Where normalizing a country code is a unit or task, this is a sequence of one or more data enrichment tasks that can be maintained and modified separately from the logic of the individual tasks themselves
Tier 1 – Last-Mile – May Not Be Executed by Other Executable Campaigns
You may find that your business does not need to use Tier 1 campaigns, and that you can satisfy your organizational needs with just Tier 2 & 3 campaigns. However, Tier 1 campaigns allow an additional layer of flexibility for you to manage your campaigns. Typically, one of these campaigns will call a mix of individual flow steps, and Tier 2 & 3 campaigns to assemble a flow for a typical lifecycle event, like a Standard New Lead Flow. These typically include data enrichment, normalization, scoring, and routing flows, which can be created as tier 2 or 3 campaigns.
[FAQ attached below this article]
On August 31, 2020, Marketo Engage will implement a new retention policy specifically for Sent & Delivered Email activities. Under this policy, data for these two activity types will be stored for a rolling 90-day period from the activity date for use in Smart Lists. This is a change from the current default retention period of 25 months, and from the current Extended Data Retention subscription option period of 37 months.
Upon the policy taking effect, data older than 90 days for these two activities will be deleted and no longer available for export. Any Smart List with the “Was Sent Email” and “Was Delivered Email” filters (including NOT Was Sent and NOT Was Delivered) should be updated to ensure the maximum lookback date is 90 days. If the lookback date is greater than 90 days, the Smart List will continue to function, but only activities that are 90 days old or less will qualify.
In 2020, we are improving critical parts of the underlying Marketo Engage infrastructure, including Batch campaign processing, similar to the Trigger campaign improvements made in 2019. This new infrastructure, in combination with the new retention policy, is expected to result in shorter lead time with large email sends and faster segmentation processing to deliver significantly faster processing to our customers. Note, the revised retention policy is one, among several, aspects that come together to deliver this improved performance, but broadly speaking reduced retention helps with faster database look ups and search across the run-time infrastructure.
What's NOT Changing?
Aggregated data – including Reports, Dashboards, and Analytics – will not be affected by this change (unless they reference a Smart List with these activities). The new policy will not affect any activity type other than Sent and Delivered (for example, Was Opened activity data is not affected). Further, this change does NOT affect Engagement Program casts.
What Customer Actions Are Needed?
First, you'll want revisit where and how you're using these two activity types. Audit your Smart Lists and ensure the date ranges for these two activity types are less than 90 days - if you must use a date greater than 90 days, we suggest running a process to export to an external system. You will need to create this before the new retention policy takes effect on August 31, 2020. Information on how to export activities using APIs can be found on our Developers Documentation website.
We appreciate you understanding as we move toward an enhanced Marketo Engage experience for all customers. Please download and review the FAQ attached below for further suggestions, workarounds and additional information.
Our sales team is very new to Sales Insight, so I did a training with them last week to show them some of the features and how they can use it to interact with their prospects better. I figured this is probably something a lot of us have to do at some point, so I am attaching my powerpoint that anyone can adapt to use for their own sales teams. Warning: it has many gifs and memes. Our sales team is very young, so I knew this would keep their attention also, my gif game is strong. Some of this is specific to our instance - for example, I created a marketing suspend campaign to allow them to suspend a prospect from marketing for 30 days if they are actively working a deal or about to do a demo - but it can probably be adapted for anyone.
Hi Community, I recently worked on a template to prove my social media ROI to my boss ! And I want to share it with you here because I need some feedback on this job For french readers here is the complete article which explains the purpose, and the template : [Template] Le ROI social media enfin démontré à ton boss | LinkedIn (I will translate it soon) If you need more information, you can ask me at : firstname.lastname@example.org Or add me on Linkedin : https://www.linkedin.com/in/marineboussat/ Thanks !
Quick Event Checklist: Quick Event Checklist – Marketo.com Checklist for Webinars: Managing Successful Webinars: A Marketer’s Must-Have Checklist – Marketo.com Checklist for Setting up Webinars: Managing Successful Webinars - Marketo Checklist Social Media Calendar Template: Your Sample Social Editorial Calendar Worksheets for Lead Generation: Worksheets Marketing Measurement Checklist: The Marketing Measurement Checklist [Infographic] – Marketo.com Email SetUp Checklist: Secret Email Checklist Improve B2B Email Deliverability with Marketing Automation Marketo Email Marketing: Thinking Outside the Inbox Mobile Email Marketing Nine Signs That It's Time to Switch Automation Systems Tips for the Social Marketer Cheat Sheet: Blogging 2015 Tips for the Social Marketer Cheat Sheet: LinkedIn Tips for the Social Marketer Cheat Sheet: Google+ Tips for the Social Marketer Cheat Sheet: Pinterest and Instagram 2015 Tips for the Social Marketer Cheat Sheet: Twitter 2015 Tips for the Social Marketer Cheat Sheet: Facebook Inbound Marketing Cheat Sheet The Marketing Measurement Cheat Sheet Online Community Cheat Sheet SlideShare Cheat Sheet Podcasting Cheat Sheet Content Marketing Cheat Sheet Lead Nurturing Cheat Sheet Email Deliverability Cheat Sheet Marketing Automation Cheat Sheet Lead Scoring Cheat Sheet B2B Email Marketing Cheat Sheet Landing Page Optimization Cheat Sheet The Changing B2B Buyer Salesforce.com for Marketers Cheat Sheet Sales 2.0 Cheat Sheet Social Sales - Truth about Sales 2.0 How to Attract, Hire, and Grow a Rockstar Marketing Team Marketing Automation and the Marketing Battles What to Test in Your Emails The Cost of Delaying Marketing Automation When "Boring" Means "Amazing": How Testing Makes Go-Live Day a Snooze 17 Email Rules You Absolutely Have To Break 5 Ways That a Solid Marketing Automation Solution Can Help Small Teams Succeed 30 Things to A/B Test for Lead Generation 5 Lead Generation Metrics Every Marketer Should Track Mapping Lead Generation to Your Sales Funnel Here's How to Make Your Website as Personalized as Your Email How to Create a Marketing Persona for Your Business Cheat Sheet: How to Design a Marketing Automation Discovery Guide SEO and PPC Keywords What To Seek In A Lead Nurturing Solution 4 Pieces of Social Media Real Estate You Shouldn't Ignore SEO Cheat Sheet: Best Practices for On-Page Optimization A Marketer's Guide to Canada's Anti-Spam Legislation (CASL) Email Deliverability and Design: Email Deliverability Design and Creative Checklist – Marketo.com
Note: This content was provided by our Partner, Elixiter, Inc. What are Media Queries? Media queries act as a trigger for a conditional portion of CSS (cascading style sheet). They have three main components: the media type, the text expression (condition), and the styles to display if the condition is met. Let’s break down the media query into its parts: Media Type The media type has four main options: all, print, screen, and speech. For email, you will be using the “screen” option to target specific devices. Condition Think of the condition as your “if” statement. For example, “if screen size is less than 480px, then display these styles.” Your condition can be based on multiple features such as: width, height, aspect-ratio, device-width, and color. For targeting devices, you will most often use width (max or min), device-width (max or min), and device-pixel-ratio (aspect ratio). Styles The styles that you place within your media query function the same as any styles outside your media query. However, these styles will only be applied if the condition of your media query is met. Why Use Media queries? With Marketo’s lack of support for regular conditional CSS statements, many of us are required to build fixed width emails, rather than a mobile-first approach. Media queries allow us to target mobile devices, so even though we are building for desktop, our emails still render nicely on mobile devices. The most common issue with mobile emails is horizontal scrolling; the email renders too widely to fit on our devices screen all at once. This can easily be remedied with the use of media queries by making the container of our email fit to 100% of the width of our screen. Now that our email fits nicely across the width of our screen, our text appears very small and difficult to read. Thankfully, with media queries we can target and increase the font sizes used throughout the email. A more advanced use of media queries allows us stack content, and even make some content appear or disappear depending on the device. For example, loading an animation on devices that will render it, while ignoring that animation for all other devices allows for the best degradation. Proceed with Caution As with most features in email and websites, media queries are not supported everywhere. The majority of mobile device’s default email clients will support media queries, while a number of webmail apps for the different operating systems lack support for the feature. It is important to know where your clients are opening your emails to know whether or not media queries are the best fit for your email design.
By: Russell Banzon If your company is anything like some that I’ve seen around Silicon Valley, your sales reps see their quotas increase quarter after quarter. With lofty goals, every sales rep needs to utilize all the tools he has at his disposal to close the deal. While social media sometimes gets a bad rep among professionals due to the endless posts about difficult math problems and memes, when done well, social media can be one of the most effective and underutilized channels for sales teams. In this blog, I’ll cover five strategies to use LinkedIn to drive significant revenue for your company: 1. Add Prospective Customers and Share Their Content with Your Network This may be obvious, but a reminder never hurts: you should always connect with your leads! Having access to the content that they like and share is paramount to having a strong conversation with them. This is especially important to do if your lead is publishing original content on LinkedIn. Why? Because re-promoting their content by sharing it shows your support. Personally, I absolutely love when one of our vendors shares my content. It shows me that the rep is actually interested in having a relationship with me and that I’m not just closed won business. Remember though, when you invite your prospect, always send them a tailored request to connect. Selling is way better received when it feels like a 1-to-1 relationship, rather than a blanket message to all people. As social selling magnate Nancy Nardin would say, “Social is personal!” Here’s a basic example: From the short message above, you can tell that whoever the requestor is (me, in this case), really dove into the person’s profile and even pointed out that the person had something to gain by connecting—content they might be interested in! Once you begin connecting with prospects, their activity will show up on your feed. You’ll be able to find even more prospects because of this. When your connection, say a sales ops professional, likes another sales ops professional’s content, you’ll find yourself with another lead opportunity. 2. Warm Introductions Even more powerful than a custom invitation to connect is a warm introduction. As you access people’s profiles, on the top right hand side, LinkedIn will automatically find people who you and your prospect have in common. They even tell you what your connection and your prospect have in common! Let’s look at another example: In this example, I would be the sales rep and Elaine would be the prospect I’m looking to reach. Once I see that Sharon is a joint connection, I could reach out to Sharon and ask her if she would be comfortable with giving me a warm introduction to connect with Elaine since they went to the same college. After this introduction, I can steer the ship—but this makes reaching Elaine much easier than coming in cold. 3. Find the Right Leads with Sales Navigator If you haven’t heard of LinkedIn Sales Navigator yet, you may want to check it out. There are numerous benefits to going premium on LinkedIn, from account filters that show you your target leads at your target companies to the social selling index that measures your social selling effectiveness (which I’ll cover towards the end of this blog). So how do you get started? First, build out your account lists in Sales Navigator. Following accounts in Sales Navigator will provide you with up-to-date information on what is happening within that company. It gives you updates on what the company is sharing so that you know what your prospects truly care about and what their company is focusing on. Then, you can act on key events, such as funding announcements, to engage in meaningful conversation with your prospects. Being able to kick start a conversation with “Congratulations on the recent funding round” is much stronger than “Hey, I’m Russell.“ Oh yeah, and did I mention you can build lead lists in your target accounts? If you already have your target persona, such as those built to segment and target audiences within your marketing automation platform, take advantage of all the filters the LinkedIn premium account offers to create targeted lists. This comes in handy when you need to, for example, find all the VPs of Sales in your region within your account tier, but don’t have a complete list of company names. You can go even deeper with profile filters such as keywords, seniority level, and industry. If you already have a target account list, you should do some account specific profile searching by using the “current company” filter. 4. Build Your Account Contact List with “Export to CRM” One of the most painful things as a sales rep or business development rep is manually updating your CRM with new leads, which is equally important for your marketing automation platform since often the two platforms integrate seamlessly with the right solutions. Many times you’ll want to do prospecting in LinkedIn, but your CRM is your single source of truth (“If it’s not in the CRM, it never happened” type scenario.) Save additional time by adding in the “Export to CRM” Chrome extension to your browser. This allows you to easily create a contact in your CRM using someone’s LinkedIn profile. This is especially helpful for the marketing team, who’s always on the lookout for new names to add to the database. Once they’re in the database, the marketing team can then support the sales team by plugging that contact into different, relevant, campaigns. Keep in mind that these contacts may not have opted-in to receiving email communications from you, so you may need to target them in other ways. 5. Measure Your Success with the Social Selling Index (SSI) This last tip makes social selling even more fun. LinkedIn provides a way for you to be graded on how well you use the platform to do social selling. There are four criterion that go into this rating. The social selling index (SSI)“measures how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships.” These factors impact your social selling index: The amount of content you share The number of connections you have with your target audience How often you click on insights on your feed How much you interact with others If you’re someone who manages social selling, sales enablement , or social media at a company, you can easily get people excited about their SSI score with a sales performance incentive fund (SPIF) and giveaways. Doing a major team-wide competition of who can raise their SSI score to the highest in a specific month can not only help your sales team sell better, but also help you get more brand exposure. These social selling strategies are a win-win situation, helping you connect with more prospects and develop more meaningful relationships with them. Pretty soon, it won’t be considered “social selling,” it will simply be a part of “ selling .” What other tips do you have to boost sales through LinkedIn or other social platforms? Share them in the comments below!
This document was provided by our LaunchPoint Partner, Sprinklr. We can't forget that there are good opportunities with paid Social ads. This contains s tats on the growing paid industry, tips for running a successful paid social campaign, and advice from paid experts at Vodafone, Castrol, and more.
This document was provided by our LaunchPoint partner, Sprinklr. http://launchpoint.marketo.com/sprinklr/1746-sprinklr/ Landscape overview of social media content today, current challenges facing brands, tips for making your social media content stand out. Plus, articles from content marketing influencers like Joe Pulizzi (Content Marketing Institute), Jason Miller (LinkedIn), and Michael Brenner (NewsCred).
FYI: New Virtual User Group on Community: Real Time Personalization Virtual User Group ----------------------------------------------------------------------------------------------------------------------- By: Ellen Gomes Posted: March 9, 2016 | Targeting and Personalization Would you send the same email to your entire database? You could, but with a database made up of multiple segments and different types of customers (some very new to your product or service and some long-standing customers), sending the same communication to all of these folks would not be effective. Marketers now know and understand that effective email marketing is targeted and personal. Unfortunately, this vital learning is not applied equally across channels and programs, especially on websites. Every day, marketers are ignoring their own best practices and offering the exact same experience to every website visitor, every time they arrive—regardless of their behavior or attributes. Magnify that by thousands, sometimes millions, of visits, and marketers are missing a huge opportunity to truly connect with their audience as individuals—which makes a real impact on their revenue. And that’s where web personalization comes in. What Is Web Personalization? Web personalization helps marketers make their websites as personal and targeted as their other communications and activities. Specifically, the term web personalization refers to creating a dynamically personalized, highly relevant website experience for your website visitor (anonymous or known), based on their behavior, location, profile, and other attributes. Done right, web personalization means understanding and meeting your visitors’ interests, tailoring your website to fit their profiles, and ultimately providing them with a relevant experience—whether that’s a message, visual, content, or offer. Today it’s a mission-critical marketing activity that creates a more meaningful experience for your visitors and also generates better business results. Personalization is not just a ‘nice-to-have’; it’s a necessity in today’s market where your visitors are not only self-directing their customer journey (the majority of their research is done before you ever know them), but they are overwhelmed with messages on a daily basis. In order to break through and get your visitors to engage, you must offer them a relevant and personal experience. In fact, according to recent report by VB Insight, 87% of companies see a lift in key metrics (such as conversion rates, engagement rates, and lead generation or average order value) when they employ personalization. The Benefits of Web Personalization At the highest level, web personalization helps marketers address their website visitors in a personal and relevant way online—while also helping marketers reach their goals faster. But to break it down further, web personalization helps marketers in seven key ways: Build brand preference: You can use web personalization to strengthen how a visitor feels about you online and offline. For instance, you can use what you know about an individual (gathered from their interaction with your website) to tailor the messages you send on other channels and create content that resonates with them—making your marketing more personal and effective across the board. Understand visitors: Web personalization helps marketers understand the personas, demographics, and behavioral and firmographic data that represents your target audience and is most likely to result in conversion. Convert visitors: While many of your marketing efforts bring visitors to your site, the majority of those visitors—a whopping 98%—are anonymous when they arrive and remain so after they leave. Web personalization helps marketers track demographic and behavioral data, and unmask, engage, and convert prospective customers as they arrive on your site. Nurture and engage: While you are probably familiar with email nurturing, web personalization allows you to nurture customers on the web by continuing the conversation with them through targeted, relevant offers, content, and calls-to-action. Using web personalization, your website becomes another one of your cross-channel tools to accelerate customers through their unique buyer journey. Cross-sell and upsell: Understanding your customer segments and the types of offers, messages, and content that motivate them is a huge advantage that web personalization offers. If you have customers that have already purchased from you, you can sell them more by recognizing them as existing customers and segmenting them to receive offers on complementary products based on their past purchases. Optimize your campaigns: As you run web personalization, you can collect valuable information from your visitors about who they are and what offers, messages, and content resonate with them. These learnings can disseminate across your programs and cross-channel campaigns, making them more effective—both in terms of engagement with visitors and overall cost. Increase revenue: When you better understand your online visitors, buyers, prospects, and decision-makers—in other words, when you nurture and educate them based on who they are and what they do, and then present the most appropriate offer—you are improving your ability to drive revenue. Learn more about these benefits and how to create a comprehensive web personalization strategy by paging through The Definitive Guide to Web Personalization. This comprehensive 100+ page guide covers everything from how to develop a web personalization strategy, to sourcing the content for creating a personalized website, to testing and optimization and more. The Definitive Guide to Web Personalization is your guide to creating a strategic and dynamic personalized web experience. Download it today!
This document was provided by our LaunchPoint partner, Sprinklr. Read what these experts have to say about Customer Experience: Barry Dalton: Bigger isn't always better in the Customer Business Frank Eliason: The Role of Social Media Customer Service is Changing Andrew Grill: Customer Experience Management in the Age of Social Robert Rose: The Newly Empowered Customer Demands a New Marketing Approach Tim Walters: The Main Problem With CXM is Understanding that CXM is a Problem.
Stephanie Meyer is the woman behind GE Healthcare's successful marketing automation initiative. Here's how her team modernized and consolidated the company’s marketing tools. By modernizing and consolidating more than 100 marketing systems across the globe, Stephanie Meyer, head of marketing operations at GE Healthcare, and her team enabled the company to touch a total of $2 billion in potential revenue and yielded $600 million in new revenue last year. This initiative was part of a big renovation in marketing processes, role clarity, and organization improvements at GE Healthcare. Previously, the company had over 100 marketing tools across its seven regions: USCAN (U.S. and Canada), EU, China, Asia-Pacific, India, EAGM (the Eastern and Africa growth markets) and LATAM (Latin America). Such variety led to many challenges, including fragmentation and confusing hand-offs. "How the job was getting done required many processes, with each requiring different efforts. This led to redundancies, dropped balls, and inefficiency," Meyer says. According to Meyer, the modernization of marketing tools consists of three pillars: People: What talent does GE Healthcare need? How should the company train employees? Platforms: What global tools will support efficiency for GE Healthcare's marketing teams? Process: How can teams be effective at all points in the communication process? In mid-2013, Meyer and her team started integrating GE Healthcare's marketing tools around the globe, consolidating more than 100 systems into just three: Zinc Ahead, Salesforce, and Marketo. Previously, it took a few months for GE Healthcare to get approval on content. Now the company uses the medical compliance software, Zinc Ahead, to review and approve content, curtailing the process by 70 percent. GE Healthcare also uses marketing automation software from Salesforce and Marketo for consumer communication and consumer engagement. These platforms have helped GE Healthcare save time and resources, according to Meyer. Meyer and her team completed the integration in approximately 18 months. "I didn't sleep or have any social life. Project managing something of this size is the biggest challenge, next to getting people to accept the changes. You need very detail oriented leaders to run the cutover, and it's critical that they work to help gain acceptance for the change and [prove] the benefits," Meyer explains. She admits that her team made a few mistakes in the integration process. During the global roll-out of Marketo, her team focused too much on regional deployment instead of products. While GE Healthcare's region marketers are aligned to specific regions and oversee the commercialization of all products relating to their consumers, product marketers are responsible for the development of product-specific content that spans across all regions. When Meyer's team rolled out Marketo, they considered commercialization to be of primary importance, so put lots of effort into training and improving the skills of region marketers. "In hindsight, we should have paralleled this training with the product marketers, because great content in this new ecosystem is of equal importance," Meyer notes. While she is very focused on advanced digital marketing tools, Meyers believes that people are more important than platforms. In her words, "Marketing is not B2B or BC2 anymore, it's B2Human." Marketers have to think about how to promote their products and services in a more human way and have control over their marketing platforms. For instance, when a brand has an email marketing tool, it can send a promotional email to a consumer a few times a day, but there's a fine line between connecting with consumers via email and spamming them. "An organization should have a control mechanism in the process and say, 'We should not contact this consumer for more than X times in a week.' Don't be tempted by the platform's shininess - good governance will be a big win for you," Meyer says. Looking forward, good content is Meyer's next big push at GE Healthcare. In 2016, her team plans to train the company's marketers to think more holistically around consumers' buying cycles and ensure that GE Healthcare's content is based on insights. "It's really about looking at consumers' behavior and engaging in different ways. My marketers now have fabulous tools, but they don't have experience as content strategists. So for 2016, I need to work on making sure our marketers understand the difference between creating content and selling something," Meyer says. Marketing in the healthcare industry is more difficult than other industries, because some of the common marketing practices that have proven to be effective are strictly prohibited. Since marketing for healthcare products and services falls under a series of laws and regulations from a variety of enforcement agencies, GE Healthcare's digital channel strategy will remain less focused on social media. Instead, it will take advantage of email and other content distribution channels. By integrating and consolidating marketing automation systems, GE Healthcare is able to minimize its content cycle and has gained a great ROI. Given that GE Healthcare is an $18 billion revenue business, Meyer's team may still have a long way to go, but they are definitely headed in the right direction. The takeaways from GE Healthcare's marketing automation initiative are: Less is more. Don't put too many marketing tools in the arsenal. Effective marketing automation takes time and effort to implement and maintain for revenue growth. People are more important than platforms. While marketing automation provides efficiency, marketers should be careful about irrelevant automated messages. Remember that while advanced marketing tools provide helpful short-term solutions, quality original content is a long-term solution and should be the main goal. A good marketing strategy requires collaboration. If one doesn't have the right process for communicating with teammates, their marketing efforts will fall apart. ABOUT THE AUTHOR Yuyu Chen is a reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013. Article originally appeared in ClickZ.
Inga and Jason are leaders of the New York and Silicon Valley Marketo User Groups for a hip-hop themed look at how you can use Marketo to grow your expertise, influence and ultimately your career. We’ll put the East Coast-West Coast rap feud to bed and share three tangible ways you can immediately step up your game. You'll learn: How to quickly deepen your Marketo experience - “(I) Get Around” (2Pac) How to easily get plugged into the Marketo Community - “Get Involved” (Q-Tip) How to simply understand your worth in the market and maximize it “Get Money” (Biggie) You can find the video recording here The Essentials of Account-Based Marketing
Written by , one of Marketo's Champions. I often get asked where I do my research on various marketing automation and digital marketing topics. When I first started writing this post, I wanted to break out the top 5 blogs—then I gave up. It’s like picking players for the baseball Hall of Fame with only 1 pick. The fact is there are a ton of great resources you can lean on for digital marketing and technology content. In the end, I broke out some of the blogs based on what I consider to be the core part of digital marketing technology–that’s marketing automation and its effect on driving leads through the funnel. Content is the fuel that fills that marketing automation engine so you’ll find several content blogs on the list. And yes, there are a couple miscellaneous blogs included because the content is so good. What’s not included: There are some great general marketing, SEO and social blogs but they are not included in this list. And yes, I’m probably missing a bunch—I apologize in advance. If there are sites you find useful, please note them in the comments. A special thanks goes out to our content manager Alyssa Reeves who helped pull together this nearly 2,000-word post. The Blog Categories I did however break up the blogs into categories. Top Overall – Expert Blogs. These blogs may fall across several categories but they rise to the top in the content they provide. Marketing Automation/Technology Vendor Blogs. There are hundreds of vendor digital technology blogs out there. I focused on marketing automation blogs as I view these platforms as the engine that everything else feeds into. Professional Services and Agency Blogs. Like the vendors, these blogs put out some great best practice content. Blogs with a Marketo Twist. I am a little biased to Marketo so blogs that highlight Marketo get a little extra attention. Top Overall – Expert Blogs These blogs rise to the top for blogs to check out. There is some overlap with the agencies but the way I broke it out…if I think of the leader before the agency, the site falls into this bucket. Otherwise, the site drops into the Services category. In alphabetical order….. 1) BeachHead Marketo Champion Steve Moody and his team give tips on everything marketing automation with a Marketo focus. @ AskBeachhead Visit Site 2) Brian Solis Blog Brian Solis is a digital analyst, anthropologist, and futurist. Not sure I have ever seen those three words together. Brian’s blog focuses on digital marketing’s effect on transforming business. Brian’s blog is consistently ranked in the Top 10 of the Ad Age Power 150, and ranks among the top 1% of all blogs tracked by Technorat @briansolis Visit Site 3) B2B Marketing Insider Michael Brenner is the Head of Strategy for the leading content marketing platform, NewsCred. He created his blog to focus on emerging business and marketing strategy topics such as content marketing, lead generation, search marketing, digital media, and social media. B2B Marketing Insider is dedicated to sharing the ideas, topics and marketing strategies that drive real results. @ BrennerMichael Visit Site 4) Chief Martec Scott Brinker runs this blog on everything marketing technology including Marketing Automation. If you have seen that crazy Marketing Tech Landscape Supergraphicwith 1,876 vendors, that’s Scott’s baby. @chiefmartec Visit Site 5) Content Marketing Institute Content is what fuels the marketing automation engine and CMI covers everything related to content. Over 100K subscribers. @CMIContent Visit Site 6) Convince and Convert Jay Baer is a marketing visionary who has worked with more than 700 brands. His blog is one of the top content marketing sites on the web. @ jaybaer Visit Site 7) Duct Tape Marketing Content is what fuels the funnel and John Jantsch gives useful advice on how to create content that drives brand. @ducttape Visit Site 😎 Etumos Ed Unthank loves his whiteboard and puts it to great use bringing some key marketing automation concepts to life. Posts about once a month and the posts tend to be on the technical Marketo side. @ EtumosLLC Visit Site 9) Fill the Funnel Miles Austin spent 30 years in B2B Sales and Leadership roles. In addition to helping business with their demand gen needs, he now writes blog posts on email marketing for Fill the Funnel. Miles posts about Sales & Marketing tools and ways that they can be applied in your business. He also has a steady following of 11K. @milesaustin Visit Site 10) The Funnelholic Craig Rosenberg is the co-founder and Chief Analyst of TOPO. His blog was created so he can have fun talking about all things revenue. The Funnelholic focuses on sales, marketing and everything in between. @ funnelholic Visit Site 11) Heinz Marketing Matt Heinz is all over the place speaking on the importance of digital marketing. His blog covers everything from marketing automation to best practices in sales. @HeinzMarketing Visit Site 12) KissMetrics Although this site is not marketing automation at all, I had to drop it somewhere because their blog is just so good. They have great articles on analytics. @ KISSmetrics Visit Site 13) Marketing Land Marketing Land is a general digital marketing site that covers a wide variety of topics. It also has a great marketing technology section. @Marketingland Visit Site 14) Marketing Profs One of the biggest marketing blogs/portals on the web run by Ann Handley and team. Not marketing automation focused but it’s a must read for content marketers. 600K+ members. @MarketingProfs Visit Site 15) Marketing Rockstar Guides Don’t expect fancy graphics but Marketing Rockstar Guides gets my vote for the top Marketo-focused tips and tricks blog out there. Targeted at the Marketo practitioner. It is run by Marketo Champion, Josh Hill, and you get a 844+ page guide for signing up for blog updates–try reading that on the beach. @ jdavidhill Visit Site 16) Marketing Tech Blog This blog was founded by Douglas Karr and has over 75K subscribers. It covers mainly marketing in new media but has a section focused on marketing automation. @douglaskarr Visit Site 17) Money Ball Marketer Channeling your inner Brad Pitt, Moneyball Marketer is Zak Pines’s blog on data-driven demand generation and marketing best practices. Great blog to check out once a month as it updates once or twice monthly. @MoneyballMktr Visit Site 18) Relevance Chad Pollitt cofounded this site and grew it to 50K subscribers in six months (Read amazing story here). The blog brings in industry experts to share expertise on content marketing and promotion. @relevance Visit Site 19) RevEngineInsider You are reading this post so you already know marketing technology is important to us. We cover everything digital that is related to moving leads through the funnel. At a deeper level, we also cover top tips for organizations leveraging Marketo. Primary contributor is Marketo Champion Jeff Coveney. @RevEngineMarket Visit Site 20) The Sales Blog Digital blog with a Sales focus. Anthony Iannarinno is a publishing machine and gives great Sales process tips EVERY day. I keep waiting for him to miss a day but he’s the Cal Ripken Jr. of Sales blog writing. Technology is not a big focus of Anthony’s but his Sales process stuff is vital to overall marketing automation and funnel success. @iannarino Visit Site 21) The Sales Benchmark Index Blog Here’s another site that doesn’t quite fit into “digital marketing technology.” However SBI’s content on Sales and Marketing methodologies and best practices is central to any company trying to develop a marketing funnel. Updates daily. SBI delivers some great podcasts too such as this one: Case Study: Aligning the Marketing Strategy to the Skills of the Marketing Staff @ MakingTheNumber Visit Site 22) The Sales Lion Blog Mark Sheridan runs this inbound marketing blog with a Hubspot focus. Great podcasts also. In six years, Mark went from pool seller to content marketing king. That’s a career path you wouldn’t expect.Read more on Mark’s pool story success. @ TheSalesLion Visit Site 23) Sirius Decisions Sirius Decisions is where all the smart people go to try to get smarter about optimizing the revenue funnel. You sometimes need a MIT degree to completely get all the concepts but their forward thinking enables you to plan for the future. Jay Famico is the go-to guy for technology and services so make sure to follow his posts. @JayFamico @ siriusdecisions Visit Site 24) SmartInsights Blog This blog (and membership site) offers tons of actionable digital marketing advice. There are plenty of planning templates, ebooks and online training courses. Some are no cost, others have a fee. There is a no-cost weekly newsletter I’d recommend signing up for. 80K+ members. Co-founded by Dr. Dave Chaffey, Dan Bosomworth and Stu Miller. @SmartInsights Visit Site 25) Topo Blog Topo Blog is UK-based and covers a mixture of sales, marketing and technology data and research. @ scottalbro Visit Site 26) Top Rank Marketing Lee Odden’s blog is another extremely strong content marketing focused blog. I almost didn’t include it because the site is heavy on the social flavor and light on digital technology. The content stuff is just too good to leave off. Attracts hundreds of thousands of visitors and has over 50,000 subscribers. @toprank @ leeodden Visit Site
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By: Ashika Balani Posted: July 25, 2016 | Mobile Marketing With rapidly evolving digital marketing and the proliferation of devices, marketers are faced with the challenge of staying ahead, or simply keeping up, when it comes to capturing and keeping their audience’s attention. How can they do it? Take a page from Hollywood, which understands that they need to be on top of the latest trends in order to create compelling content that captivates their audience. Looking at the pictures below from popular films and television shows over the past decades, what do they all have in common? You go it—the use of a mobile device. Over the decades, the telephone has evolved from car phone to cellphone to smartphone, and as consumers adapt to these changes, marketers should too. In fact, in the U.S. alone, 75% of citizens over the age of 13 have a smartphone, and there are more mobile devices in the world (7.8 billion) than people (7.1 billion), due largely in part to our voracious appetite for “new.” That’s a huge audience you’re missing out on if you don’t have a mobile marketing strategy in place. Mobile phones have progressed from being used as a way to communicate with our friends and families and coordinate destinations, to a comprehensive tool for messaging, emailing, web browsing, time management, and everything in between. They’ve changed the way we live and communicate, not to mention they have reinvented our language (emojis, anyone?). Mobile devices are now the key entry point to the digital world and it’s up to marketers to understand how to stay ahead of the game to keep their buyers engaged. As you’re building, or improving, your mobile marketing strategy, here are three things to keep in mind: 1. Think About the Big Picture As you’re planning your mobile marketing strategy, consider how it fits in with your initiatives on other channels and how each channel will inform the other. Identifying this information will inform how you should adapt your message to each channel and individual. Mobile devices give you access to billions of users on their most personal device, and with that comes billions of different data points from their interactions. Because of this, it’s critical to integrate mobile interactions within a unified, single view that spans the channels where your audience engages. Even mobile-only companies, like Uber, can benefit from a multi-channel strategy. For example, Uber uses app engagement to inform their email communications, sending disengaged users new offers to reactive them. For your own strategy, consider how a buyer’s actions on your website or email can be used to trigger a relevant response on their mobile device, and vice versa. After all, as modern marketers, we’re increasingly the stewards of the customer journey and therefore responsible for meeting users’ expectations of a personalized and seamless experience—wherever they are. 2. Acquire the Right Users It’s expensive to acquire new users in a highly competitive mobile atmosphere—the number of new users has gone up more than 84% over the last year, according to research from Fiksu. So, it’s important to have a plan in place to ensure your acquisition efforts are not wasted on users who will not remain loyal or engaged. To avoid wasting your effort, dollars, and resources, conduct research upfront to build a solid profile of the right user. Understand what makes your current users loyal and profile their unique demographics and interests. This insight allows you to more quickly and effectively target the right people—those likely engage with your app and stay loyal over time—bringing in higher levels of engagement, lower cost per install, stronger reviews and referrals, and new user growth. Once you’ve identified the right audience, leverage your different channels to drive acquisition. You can run an install campaign to your existing marketable email database to drive awareness of your mobile app among contacts that haven’t downloaded it yet. You can even offer exclusive information or a particular motivation to download. Another option is to detect users coming to your website from mobile devices and encourage them to download your app. For example, while Bank of America’s website is mobile optimized, a CTA appears to download the app, with the incentive to be able to connect directly to a customer service rep by downloading and using it. 3. Focus on Long-Term Growth A growth mindset goes beyond a narrow focus on acquisition. A solid mobile marketing strategy engages users from the second they’re aware of your brand to long after they’ve converted into users or customers. For example, in the case of mobile app marketing, this would entail the key mobile customer lifecycle stages of acquisition, engagement, retention, and reactivation (for those who stray). By understanding where a user is in the mobile app lifecycle, it provides you with the opportunity to automate and trigger relevant activities to encourage lasting user engagement. You can do this by tapping into mobile signals and insights to deliver relevant responses, which include: Timing: Deliver messages at the moment a user interacts with your brand, whether that’s in a mobile browser or your app or on your mobile site Behavior: Present content and messaging based on a user’s actions or inactions on a device Proximity and location: Leverage technologies like GPS, iBeacon, and geo-fencing to deliver relevant messages or offers Stage/sequence: Track specific actions to deliver messages that are meant to accelerate conversion or drive a specific behavior Even if mobile is not the primary way your brand interacts with your buyers, it’s a key component within a holistic customer journey, one that each of your buyers will go through. An effective mobile marketing strategy boils down to understanding how it fits into your overall marketing strategy, understanding who your target audience is, and engaging them long after acquiring them. Ready to take your mobile marketing to the next level? Download our ebook on Best Practices for Mobile Marketing: How to Acquire, Engage, and Retain Users.
By: Aleece Germano Posted: June 21, 2016 | Marketing Metrics As a digital marketer, you might be asking yourself this question: “Where’s my (social) ROI?” Your boss is asking you for it. You see ads following you on the web trying to help you calculate it. Your peers tell you it’s impossible: “You want to attribute revenue dollars to social? Good luck with that.” So what’s a data-driven marketer to do? When it comes to attributing ROI to a top-of-funnel social media strategy, the challenge is often in having access to enough data points to correctly understand its impact on revenue. While a sale may not result directly from a social engagement, social may have served as the initial entry point (discovery) or a point of reference (consideration) multiple times along the buyer’s journey. In this case, attribution requires analysis across multiple touchpoints, using multi-touch (MT) attribution, rather than only looking at first-touch (FT) attribution or last-touch (LT) attribution. Let’s start by looking at an example: Marketing is creating approved content for the sales team to distribute across social networks in order to start and nurture conversations as part of their social selling strategy. On some teams, sales uses Twitter to search for buzzwords and chat with potential leads. How can you track a conversation on Twitter all the way through to a closed-won deal? Before we get started, let’s take a look as some assumptions I’ve made about your marketing and sales technology: Your sales team is using a customer relationship management (CRM) system and your marketing team is using a complete marketing automation platform. Your sales or marketing team is using a social relationship platform (SRP) such as Hootsuite, Synthesio, or Sprinklr for social publishing and/or listening on social networks. Now, let’s explore how to measure the ROI of B2B social campaigns with multi-touch attribution: 1. Connect Your CRM and SRP to Your Marketing Automation Platform First, you need to integrate your solutions so that data can flow in and out properly. Some marketing automation solutions may offer a native integration with your CRM that syncs the data on a regular schedule. Or you might build your own connector via open APIs and/or middleware partners. Check to see what integrations may be available for the SRP you are using. If you’re using Marketo, you’ll need to configure an easy, out-of-the box integration with your CRM and SRP. (Details in our LaunchPoint ecosystem.) Now, when your sales team publishes content via the SRP and it ignites a conversation on social, they can send that data into your marketing automation system. Here’s a peek at what that looks like using the Hootsuite integration for Marketo (of course, your exact solutions may differ): 2. Identify a Match or Create a New Lead Next, a complete marketing automation solution can check to see if there’s a match in the database. If not, as you can see below, it will identify whether that person is a new lead. Awesome! You just created a lead from social. 3. Measure Your ROI Now, as you run campaigns with your marketing automation platform, your lead may convert, and her email address and other form data will be appended to her record in your database. From here on, your marketing automation system will track every interaction along the funnel to a closed-won opportunity. In the meantime, you will want to track the program costs simultaneously as part of campaign creation. Time to run some reports. A solid marketing automation platform will allow you to measure multi-touch attribution, so that you can understand which programs are most influential in moving people forward in the sales cycle over time. In Marketo, you can run the Program Analyzer to see which channel drove the highest ROI. From a first-touch perspective, you can see that social as an acquisition channel brought in 1,367 new names (leads) and produced an ROI of 108%. That’s not bad, but what if you look at this from a multi-touch perspective? From a multi-touch perspective, you can see a different story emerge which helps you understand how social impacts middle-of-the funnel activity, as reps continue to nurture and engage leads on social. Here we see the true ROI as 142%–a higher ROI for a much lower cost than other marketing programs. Now that you’ve proven your social ROI, you can confidently ask for more investment. Let’s take an even closer look at social so that we can understand the ROI of paid vs. organic. By drilling into the Social Media channel (below), we can view our ROI at a more granular level—in this case, organic posts and conversations on Twitter drove an ROI of 106%. Before you celebrate your victory and go on to optimize your social campaigns, here’s a quick recap of how you can consistently measure your social programs: Use multi-touch (MT) attribution to understand the revenue impact of your top-of-funnel strategy. Connect your CRM to a complete marketing automation platform, and connect your marketing automation platform to your SRP. Track your program/campaign costs in your marketing automation platform. Use multi-channel analytics in your marketing automation platform to compare the ROI of one marketing channel or program over another. Budgeting is easy when you have marketing ROI data at your fingertips! Marketers can show the revenue impact of their efforts on social, and across other channels. Stay tuned for my next post, where I’ll cover a new attribution use case to solve. What are your marketing attribution challenges? I’d love to hear from you in the comments below.
By: Mike Stocker Posted: July 29, 2016 | Digital Marketing Facebook’s recent announcement of their new Offline Conversions API generated a lot of buzz and excitement among marketers and for good reason. The new API provides stores and retailers with a way to see how many people made offline purchases after seeing a Facebook campaign—connecting offline conversions to digital campaigns. They can then use these offline activities to optimize their ad campaigns and ad spend. As a Facebook marketing partner, Marketo was excited to be a part of their launch announcement. Even more exciting is that our integration enables an expansion of this offline conversion concept to a much broader set of use cases that apply to all marketers, B2B marketers included. Before I get into the details of how you can use the new Offline Conversions API with Marketo, let’s start with some basics. What is an offline conversion event? In this case, an “offline” conversion event happens when a contact in your database performs a desired action on a channel not measured by Facebook. When Facebook made their announcement, most business publications (Forbes, AdWeek, etc.) focused on the retail use case. While that is certainly a huge use case for an offline conversion event, I’d argue there are a lot more potential “offline” conversion events that impact marketers. In fact, offline conversion events can give marketers a complete omni-channel view of all the sales and conversions attributable to Facebook, regardless of location, channel, or campaign. Here are a few examples of offline conversion events that come to mind: MQL (marketing qualified lead) SQL (sales qualified lead) Event attendance Target account Onsite sales consultation Automotive test drive Sports game attendance Demo given Content downloaded Score threshold met Call occurred Call duration Postal mail/package received More specifically, here are four unique ways to use offline conversion events to improve your marketing campaigns: 1. Increase MQLs Let’s say that you’re a B2B marketer on the demand generation team for a SaaS company. If your team buys Facebook Lead Ads to drive top-of-funnel growth, you shouldn’t just optimize your campaign based on form submissions. Instead, tie it to a metric that’s measured internally: the number of MQLs (marketing qualified leads) it drives. All leads are scored within Marketo based on pre-defined criteria to determine if they are ready to be passed to the sales team, and they are considered MQLs only if they meet the right qualifications. This is an important metric to track, since MQLs that are further qualified by sales become SQLS (sales qualified leads), which can ultimately translate into new opportunities and revenue. In the image below, an example revenue model, you can see how leads come in at the top-of-the-funnel as names, then progress further into the funnel as they continue to engage with your company. By optimizing your Facebook campaign for MQLs and not form submissions, you can increase the number of conversions that drive more qualified leads down the funnel. 2. Optimize Your Scoring Model For B2B marketers, and even some consumer marketers, it’s likely that you have (or would) set up a scoring model within Marketo to qualify incoming leads or contacts. Scoring models attach values to various online and offline engagement events between your brand and the buyer. With the integration of Facebook’s Offline Conversions API and Marketo, you can optimize your scoring model so that when a lead has reached a specific lead score as the result of a combination of different interactions, it’s defined as a conversion event. This way, a lead doesn’t need to, for example, download content or attend an event for it to be considered a conversion. The example below shows how a revenue cycle might be modeled within your marketing automation platform, governed by how each buyer interacts with your brand—their behavior across channels, their engagement with your campaigns, their lead score, and even data changes in your CRM system. By tracking when a lead hits a specific score that signals a conversion event, you can optimize your campaigns to tailor your ads to them appropriately. For example, for existing customers who have a score much higher than a MQL, you’re still able to identify scoring thresholds that signals they’re ready for cross-sell. 3. Boost In-Home Appointments If your company sells products that require in-home consultations, such as window treatments, you may want to optimize your Facebook Ads towards the number of in-home appointments it generates, rather than the number of online appointment requests. It’s likely that there’s a discrepancy between the number of online appointments booked and the physical appointments completed, but previously, this type of data was hard to track and made it hard to follow up on. Now, because of this integration, your sales consultant can log physical in-home appointments into Marketo and that data will be sent as an offline conversion event to Facebook. Then, your paid media team can re-evaluate their campaigns to understand how to optimize their ad spend to drive more completed in-home appointments. 4. Track Follow-Throughs For a digital marketer at a car dealership, one of your initiatives probably include increasing the number of visits to your show room and test drives by prospective customers. Previously, you might’ve used Facebook Ads to encourage prospective customers to fill out their info in forms online, but it was tough to tie those initial interest requests to actual test drives. Now, with Facebook’s Offline Conversion tied to Marketo, you can capture how Facebook Ads results in in-person interest and test drives—connecting your Facebook ad spend directly to a test drive of a car so you can better optimize to ultimately improve sales. As you can see, Facebook’s new Offline Conversion API can be used for a whole variety of broader use cases for ALL marketers, not just retail and physical purchases. In conjunction with Marketo, you can drive alignment between your paid media campaigns and other campaigns to improve results and ROI and offer a better customer experience. Have you set up Facebook Lead Ads within Marketo yet? I’d love to hear your use cases in the comments below!
FYI: This article originally appeared in the Harvard Business Review When business leaders talk about going digital, many are uncertain about what that means beyond buying the latest IT system. Companies do need assets like computers, servers, networks, and software, but those purchases are just the start. Digital leaders stand out from their competitors in two ways: how they put digital to work, especially in engaging with clients and suppliers, and how intensively their employees use digital tools in every aspect of their daily activities. Recent research from the McKinsey Global Institute (MGI) looked at the state of digitization in sectors across the U.S. economy and found a large and growing gap between sectors, and between companies within those sectors. The most digital companies see outsized growth in productivity and profit margins. But what are the key attributes of a digital leader? And how can companies benchmark themselves against competitors? We looked at 27 indicators that fall into three broad categories: digital assets, digital usage, and digital workers. Our research shows that the latter two categories make the crucial difference. Digital assets across the entire economy doubled over the past 15 years, as firms invested not just in IT but in digitizing their physical assets. Digital usage in the form of transactions, customer and supplier interactions, and internal business processes, grew almost fivefold — and over the entire period, the leading sectors maintained an enormous lead in usage over everyone else. But the biggest differentiator of all comes from having a digitally empowered workforce. Over the past two decades, the leading sectors’ performance on various digital labor metrics — such as the share of tasks involving digital tools and the number of new digital occupations — rose eightfold, while the rest of the economy barely ran in place. It is becoming clear that some parts of the economy are playing in an entirely different league. Our research included a new Industry Digitization Index, the first major attempt to measure digital progress and adoption in each sector. The results show uneven progress: The technology sector comes out on top — no surprise there. Right behind it are media, finance, and professional services, all of which have far more sophisticated digital capabilities than the rest of the economy. On top of these macro-level differences, we see that even lagging sectors may have standout firms that are pushing the frontier forward for everyone else. Let us look at each of our three broad index categories in turn. First, digital assets. To benchmark them, the index measures how much companies invest in hardware, software, data, and IT services (whether through outright purchases or contracting with third parties to fill in gaps). We also look at the extent to which companies are digitizing their physical assets — that is, whether they have smart buildings, connected vehicle fleets, and big data or IoT systems that get maximum performance out of equipment, systems, and supply chains. To some extent, digital assets are a story that has been playing out since the 1960s. Retail and financial firms were among the first movers, while today we see mining and manufacturing firms adopting digital technology in a purposeful way, with mobile-enabled tools and IoT-powered devices. One example is Caterpillar’s new S60 smartphone, which comes with built-in thermal imaging capability and is useful for builders, electricians, and utility workers. The focus has also shifted from making long-term capital investments to flexible usage-based operating systems, which explains the rapid growth in cloud-service offerings launched by the likes of Amazon, Google, and Microsoft. Our second category, digital usage, measures the extent to which companies engage digitally with customers and suppliers. Companies in the leading sectors make more extensive use of digital payments, digital marketing, and design-led product development. They are more likely to use software to manage their back-office operations and customer relationships. They take advantage of e-commerce platforms — and may even operate their own. Their underlying business processes make use of social technologies to interact with customers and partners. Burberry, for example, has set the bar among retailers by seamlessly integrating social media and immersive experiences into its physical stores. These usage-related innovations are likely to have profound implications on business models and economics across the value chain in the coming years. What really sets the leaders apart, however, is the third category: the degree to which they put digital tools in the hands of their employees to ramp up productivity. To get an accurate picture, we evaluated more than 12,000 detailed task descriptions to identify those associated with digital technologies. We also estimated the share of workers in each sector in technology-related occupations that did not exist 25 years ago and looked at digital spending and assets on a per-worker basis. The gaps are huge: companies in leading sectors have workforces that are 13 times more digitally engaged than the rest of the economy. In lagging sectors, the digital engagement of the workforce can be erratic; some organizations have made progress in certain areas but have not yet addressed foundational tasks their workers perform. Many health care organizations, for instance, use incredibly sophisticated technology in diagnostics and treatment but substantial parts of their workforce use only rudimentary or no technology. Fewer than 20% of payments to health care providers and their suppliers are done digitally, for example. The striking gaps in digital labor at the sector level, revealed by the Industry Digital Index, are playing out every day at the company level as well. Technology still hasn’t penetrated much of the everyday work performed by many Americans, which means that most businesses are missing opportunities for greater efficiency and better customer experience. Many still need to break out of their old habit of housing “digital talent” in a separate department. Companies increasingly need each employee to bring greater digital skills to bear on every activity. That’s the only way to unleash innovation and capture efficiencies at an institutional level. In some cases, new hires may be necessary, but investing in ongoing employee capability building and cultural change could pay real dividends. For executives, the first step is to identify digital priorities, keeping in mind the overall business transformation needed to maintain a competitive advantage. This requires a renewed external focus to understand more deeply how peers in the industry are digitizing, how customer expectations are changing, and which companies from within or outside the industry can best meet those expectations. Once the gaps are identified, management teams can design strategies to deliver near-term financial impact while starting the process of renewing the digital core. Such a renewal is only possible when leaders take a holistic approach to their companies’ digital assets, usage, and labor. Prashant Gandhi is the global chief operating officer of McKinsey Digital. Somesh Khanna is a director at McKinsey and leads McKinsey Digital in financial services. Sree Ramaswamy is a senior fellow at the McKinsey Global Institute.
Marketing and the Internet of Things, closer than you think For many years, we kept being promised that “the year of mobile” was upon us. When it failed to materialize, it was easy to become jaded and write off much of the discussion of that coming wave of innovation as hype. But somewhat suddenly, we now look around, with everyone reaching for their phones every other minute — or checking them on their Inspector Gadget watches — having integrated them into their soaring digital expectations of daily life, and we realize, “Whoa, it’s a mobile world.” Businesses who figured out how to leverage that ahead of the rest — Uber is the poster child example — gained a tremendous advantage. Keep that in mind as you read this Q&A with Andy Hobsbawm , the CMO of EVRYTHNG , one of the leading companies powering the emerging ecosystem of the Internet of Things. Surely, at least some of you rolled your eyes thinking, “Et tu, Scotte?” You’ve been hearing the drumbeat of the Internet of Things for long enough without seeing it materialize that you’re inclined to write off all articles like this as hype. My humble advice: don’t be so quick to dismiss this. The acceleration of technology adoption is real — revisit The Second Machine Age — and widespread distribution of the Internet of Things is probably much closer than you might think. Once it hits its tipping point, what we accept as everyday reality is likely to change very quickly. Now is a good time to start to learn about what’s possible, even today, and the challenges and opportunities that we’re going to face as marketers. Andy has a vested interest in this, of course. But in conversations with him, I find he does a wonderful job of explaining the technology and the scenarios by which it is able to impact marketing. More importantly, he has a wealth of real-world examples to share to demonstrate those effects. While we haven’t unveiled the MarTech Europe agenda yet — stay tuned for that next week — I am excited to say that Andy will be one of our speakers, helping to bring more of these examples to life for us. 1. Tell us a little about your background and how you came to EVRYTHNG. My background hasn’t involved a formal career path. I ended up following the things I’m most curious, fascinated, and passionate about and seeing where that led me. This explains a singular lack of cohesiveness in the story so far – or perhaps, as Steve Jobs pointed out in his epic Stanford commencement address, “You can’t connect the dots looking forward; you can only connect them looking backwards.” In any event, I’ve run entrepreneurial sales businesses while back-packing in Australia, written songs and played guitar in a spectacularly unsuccessful London rock ’n’ roll band, helped start the first international web agency Online Magic — later Agency.com, which went public in 1999 — co-founded an environmental non-profit Do The Green Thing, and most recently my IoT software company EVRYTHNG (with a bunch of other stuff in-between). The inspiration for EVRYTHNG was meeting a friend Niall Murphy, now fellow Founder and CEO, in a coffee shop several years ago. After co-founding European Wi-Fi network The Cloud, Niall had been wrestling with the idea of every object having an addressable, real-time presence on the Web. Why couldn’t the physical world be online and referenceable, searchable, mashable just like other forms of digital information? We both felt strongly that the Web will inevitably include billions of objects sharing dynamic information about themselves in real-time. And it seemed clear that some kind of transactional economy would emerge around this exchange of object information and that there needed to be a new kind of software infrastructure to manage the digital identity of physical things and make it easy for apps to access this data flow and provide new kinds of services and experiences. At the time it didn’t seem possible to realise this vision, but fast-forward a couple of years and mobile and web 2.0 technologies had become sufficiently widespread and cost-effective to make this scale of information exchange and dynamic service creation possible. And object connectivity tech like NFC, Wi-Fi chips, RFID and printable sensor tags had started to pass key tipping points in terms of cost. EVRYTHNG was incorporated in 2011. By 2012 all co-founders were assembled — which includes Dom Guinard, CTO and Vlad Triffa, EVP R&D, recruited from ETH and MIT — initial funding was raised and the early team was operational. EVRYTHNG is based in London and New York, with offices in San Francisco, Seoul and Minsk. 2. How real is the Internet of Things (IoT) for marketing today? A recent Economist Intelligence Unit survey reported that senior marketers globally believe IoT will make the biggest impact on marketing in the next five years, ahead of other related technology trends like big data, real-time mobile personalized transactions, and customer experience. Meanwhile, CTOs and CIOs are working on IoT strategies from the perspective of technology infrastructure and platforms to support the enterprise. And the range of products that can become part of the IoT is exploding based on the falling costs of connectivity technologies like printed electronics on smart packaging. Smart home devices with native, embedded connectivity are only the tip of the iceberg. Over three trillion consumer products are made and sold each year (some calculations put this as high as ten trillion). Of these, the most obvious IoT candidates like consumer electronics devices, home appliances, and cars represent 0.2% in volume. The wider IoT opportunity for marketers is the “Internet of Everything,” which includes everyday non-electronic ‘dumb’ household products that can also be given real-time, social web intelligence via smart packaging, smart software and smartphones. By our calculations, close to a trillion products shipped annually will be digitally-capable in some form by the end of this decade. By our calculations, close to a trillion products shipped annually will be digitally-capable in some form — from image recognition or RFID to printed sensor tags and embedded chips — by the end of this decade. 3. Can you give a couple of examples of great IoT-enabled marketing? Maybe one for B2C, one for B2B? We believe that there are three main consumer use cases for smart products powered by an IoT platform like EVRYTHNG. Firstly: Products-As-Media . Once activated, products become a data-driven, owned media platform to launch digital experiences and content, and acquire ongoing 1:2:1 consumer relationships. Diageo use EVRYTHNG’s IoT platform to let consumers interact with bottles using smart tags and smartphones. For example, letting consumers personalize a gift by adding a unique video gift message to their bottle, or rewarding consumers with loyalty points for interacting with products in “on-trade” bar locations. Additionally, tracking these items in the supply chain to make logistics and product operations smarter. Secondly: Products-as-a-Service . Physical goods that are packaged and delivered with a digital layer of personalized services can adapt themselves to user preferences and get better over time as they learn and new digital upgrades are made. Like Tesla cars that can upgrade performance and fix product defects while you sleep. Smart products are easier to differentiate and charge premium prices for, harder to switch from, and create new revenue opportunities from subscription or usage-based services. Smart products are easier to differentiate and charge premium prices for , harder to switch from, and create new revenue opportunities from subscription or usage-based services. Our customer Gooee, which puts chips and sensors into bulbs to disrupt the industry by selling “lighting-as-a-service.” Running on the EVRYTHNG IoT platform, these connected bulbs lower electricity and maintenance costs, but also contain motion sensors to track retail footfall analytics or trigger security alerts, plus CO2 sensors for smoke detection. So a lighting company is now also in the business of security services, fire alarms, inventory management, and energy efficiency. Another example is Diageo Johnnie Walker Blue Label. Adding a printed sensor tag from EVRYTHNG partner Thinfilm, powered by our IoT smart products platform, lets Diageo know if the bottle has been opened or not. The ability of the printed electronics label to send a different signal based on a “sealed” or “broken” state, in combination with real-time cloud data analytics and alerts, tackles the issue of counterfeiters re-filling bottles with poor quality alcohol. It also means that when consumers tap the tags with NFC-enabled smartphones, the bottles can switch messaging from pre-purchase incentives to post-purchase cocktail recipes. Thirdly: Ecosystem-Connected Products . Products can unlock additional user and business value by making more connections with partner products, apps, and data services in the digital ecosystem. For example, your premium Spotify account can now stream playlists in your Uber rides, the new Jawbone fitness tracker offers contactless NFC terminal payment in combination with Amex, and Visa partnered with BMW and Pizza Hut to enable in-car voice-activated ordering and payments. An example for EVRYTHNG would be how iHome’s smart products use our IoT platform APIs, based on open web standards, to integrate with other clouds so their products plug in to third-party service like Homekit and SmartThings or Wink and Nest. 4. What are some of the other things that are possible, that you expect we’ll see over the next year? We are moving into the Third Age of Marketing: Product Voice. The industrial media age of Brand Voice gave way to a social media-powered age of Consumer Voice, and now the product itself is having a say. Products are dynamic, web-connected intelligent objects and can play an active, functional part in how they are made, sold and used. The industrial media age of Brand Voice gave way to a social media-powered age of Consumer Voice, and now the product itself is having a say . We are fascinated about how shipping and operating physical products with real-time marketing experiences and digital services creates new business value and transforms consumer relationships and product operations for brands. And we haven’t scratched the surface of what’s possible with manufacturer brands using an IoT smart products platform like EVRYTHNG to connect their products to the web and manage a combination of hardware, software, and real-time data to transform the product journey from factory floor to high street to living room and recycling back into component materials. We expect to see a greater use of streaming analytics and complex event processing software, as well as machine learning systems, in combination with IoT data streams. For example, triggering alerts of a poor user experience so brands can offer customer service prompts. If, say, a consumer who presses a button five times in a row on a new device, it’s a fair bet they’re having difficulty getting their new product to work. To avoid poor negative reviews on social media or expensive product returns, the brand could send a “how-to” video link or the offer of real-time chat support to the user’s smartphone. For example, triggering alerts of a poor user experience so brands can offer customer service prompts. Devices will be increasingly valued not just for their stand-alone functionality, but for how well they work within the digital ecosystem. Considering that simply switching on the washing machine will lead to communication with the appliance app, the home hub network, the clothes and washing powder that go in it, as well as other smart home digital service experiences, it becomes clear that silo operations don’t make sense for businesses or consumers. Success will depend on the ability to connect with an interdependent network of devices, apps, and services, which means that data is no longer to be collected and coveted, but shared. We also think that native apps will overload consumers and fade away as web apps provide users with everything they need in one place — their browser — transforming products into interfaces that are used to access one simple, unified platform — the Web. Finally, we expect more product engagement data to be combined with first-party data to offer more effective and joined up segmentation and re-targeting in the real-time advertising markets. So traditional and digital media use data-driven decisions to drive consumers to engage with products, and those product interactions are in turn fed back into the calculations about what messages to serve the next time. It clearly makes sense for, say, a shampoo manufacturer to understand that a consumer has digitally engaged with a sample in the last week, and make smarter decisions about where they are in the purchase journey when re-targeting them with an offer to convert to purchase. 5. What does EVRYTHNG do to facilitate all this? To explain what EVRYTHNG does, lets recap why its Internet of Things platform-as-a-service is needed in the first place. Consumer product manufacturers need to digitize their products at scale and connect them to the Web to get value from the Internet of Things. The kinds of things companies want to do include: Let customers digitally connect to products for a better user experience (e.g. your garage door alerts you if you left it open so you can close it remotely, or a designer bag you’re thinking of buying confirms that it’s the genuine article and not a fake). Make supply chain operations more efficient with real-time product tracking intelligence (e.g. know if parts of a shipment go missing, or products end up in the wrong place, or are being counterfeited, etc.). Acquire customer and product information they wouldn’t otherwise have had — e.g. who is using their products and where they are, what they are engaging with, and how content drives interaction and sales. EVRYTHNG exists to help manufacturers of consumer products do exactly these kinds of things with its IoT smart products platform. Manufacturers can connect their products to the EVRYTHNG cloud and access data management and analytics services to make them smart, interactive, programmable, and trackable. Our specific role in all this is to manage the digital identities of these products as active data entities on the Web — what we call “Active Digital Identities” — with associated real-time data to drive applications for end consumers and business users (e.g. supply chain tracking). The EVRYTHNG platform allows brands to digitize their physical goods using a range of connectivity technologies — from image recognition, QR codes, BLE, NFC, and RFID to printed electronics and sensor tags to embedded chips — and manages the real-time IoT data to run applications in real-time on the Web that unlock business and customer value. EVRYTHNG operates as a B2B cloud platform-as-a-service, so brands own all the data and control their digital consumer and supply chain stakeholder relationships directly. 6. What capabilities — not just technical, but organizational — do companies need to implement successful IoT-enabled marketing programs? People expect brands to play a useful, relevant, and meaningful role in their lives, and the media they consume is increasingly mobile, social, and powered by real-time data. However, marketers default to delivering advertising messages in a regular sequence of campaigns, instead of “on-demand” personalized services and experiences. Marketers default to delivering advertising messages in a regular sequence of campaigns, instead of “on-demand” personalized services and experiences . The more broadly IoT technology is used, the greater value it delivers. As an enterprise platform, for example, EVRYTHNG’s smart products software powers “always-on” content and digital experiences, and transactional services like e-commerce or supply-chain tracking to prevent piracy. Real-time purchasing and behavioral data create opportunities for cross/upsell and efficiencies in inventory and supply chain management. Marketers need to see IoT as an innovation and growth opportunity and not another ad tech campaign tool. Marketers need to see IoT as an innovation and growth opportunity and not another ad tech campaign tool . Additionally, we believe that the Internet of Things sits at the intersection of a convergence between the worlds of enterprise technology systems and marketing. The CMO has increasing responsibility for leveraging enterprise platforms to generate and capture demand and build brands, while CIO/CTOs are charged with implementing real-time technology systems that connect with customers and business partners to go-to-market more effectively. By activating products as data-driven interactive media and operating them as real-time digital information services, EVRYTHNG’s IoT platform enables a suite of applications across the enterprise — from consumer engagement, to supply chain operations, to connected product services — where these two domains meet. We believe that the Internet of Things sits at the intersection of a convergence between the worlds of enterprise technology systems and marketing . 7. How should marketers address privacy concerns associated with these new capabilities? You can’t really talk about data privacy without also raising the issue of security, since one protects the other. A lack of consumer trust in IoT security and privacy was recently cited in the FTC’s “Privacy & Security in a Connected World” report as the biggest blocker to widespread adoption. As FTC Chairwoman Edith Ramirez noted: “The only way for the Internet of Things to reach its full potential for innovation is with the trust of American consumers.” A separate report by Business Insider in the UK came to the same conclusion: data security and privacy concerns are the biggest barrier to IoT becoming mainstream quickly. As EVRYTHNG’s CTO Dominique Guinard points out, “Private data, inevitably, will be exchanged, exposed and leveraged — there’s no going back from where the Web, social-media networks, and smartphones have already taken us.” The point is to make sure that these exchanges now happen inside certain frameworks. There’s no going back from where the Web, social-media networks, and smartphones have already taken us. The point is to make sure that these exchanges now happen inside certain frameworks . The question is partly about technology and partly about consumer perceptions and social norms: do people think it’s worth trading personal information for personalization? Technically, the IoT can respect consumers’ privacy and protect their data, but consumers may decide that the exchange of personal information is justified by the value of personalized services they get from their products in return. Manufacturer brands also need to decide where to draw the line and strike a balance between IoT data management and privacy. BMW deciding not to share any of the real-time data they collect from their vehicles with third parties is a good example. Yes, we want our connected cars to understand where we want to go and use information about environmental conditions and our personal preferences to get us there more intelligently, but we don’t want this digital data trail used by anyone else without our consent. From a technology point of view, the Internet of Things creates a multifaceted mesh of network connections, devices, data systems, and individual users — and this data is also transported or stored in different places. So it’s vital that multi-level security and privacy controls and policies are built into the core architecture of any IoT system managing this data flow. In other words, each part of the system should only access, manage, or share data that it’s allowed to. The EVRYTHNG IoT platform, for instance, regulates every step and exchange in this process. Each product layer in the ecosystem uses encrypted keys (or passwords) to identify itself, and fine-grained, customizable policies define the data that each specific component can access or influence. This lets a customer of ours, like iHome, program customizable granular rules into their smart products defining precisely who can do what in every part of the connected system. So if your neighbour comes over to borrow some milk, she won’t be able to discover your smart products on her smartphone, as she doesn’t have the required permissions or secure keys. Thank you, Andy. I’m looking forward to hearing your presentation at MarTech Europe in October!
By: Kylie Ora Lobell Posted: February 1, 2016 | Content Marketing Great content should be at the core of your marketing initiatives, but to produce this content, you need to hire talented creators. If you own a small to medium-sized business, you may not have the budget to take on a staff of full-time writers, photographers, videographers, graphic designers, or developers. This is where freelance employees come into play. With freelancers, you can save money on operational costs since you don’t need to provide benefits or workspace. Plus, you can pick and choose whom you want on your content creation team from a pool of freelancers around the world. By not depending on local workers, you’re able to put together a diverse team from a variety of backgrounds and niches. However, if you’re going to be integrating a number of different freelancers into your company, you need the right tools to manage them efficiently. These are five types of tools that you can utilize to ensure that your content marketing campaigns stay organized and drive results : 1. Finding freelancers Doing a Google search or finding referrals for freelancers is a time-consuming process. Instead, you can look at job boards where top talent congregates. One example is the Upwork platform, which gives you the opportunity to find freelancers for every type of content creation. There are more than 10 million independent workers from over 180 countries on the site. Once hired, you can message back and forth with your freelancers, create milestones they have to meet, and pay them through the site. Another site for finding workers is MediaBistro, where you can either post jobs or browse through the talent on the site. All freelancers list their resumes, samples, and experience, which means you can vet them before making contact. To find freelance bloggers specifically, try ProBlogger, where you can list your jobs and gain access to bloggers who are actively looking to be hired. 2.Blogging Without a solid content management system in place, you’ll have a difficult time overseeing all your freelancers and their work. Going back and forth through emails and Google docs won’t cut it. Instead, you need to find a blogging platform that works for you and your team. WordPress is a classic choice for content creation. Aside from being free, it includes a variety of plugins that optimize your blog for SEO and promotional purposes. All your freelance writers have to do is log into your website’s WordPress account, copy and paste in their work, and fill in all the correct SEO information through the Yoast SEO plugin. Then, the post will show up in your queue. Once it’s submitted, you and your editors can go in, edit the piece, and hit publish. This way, your writers don’t need to email you their work, which ends up making more work for you because you have to manually load it in. Also, it’s much easier to organize all the work your freelancers have completed. An alternative to WordPress is Google’s Blogger, which is also a free and simple to use platform. It contains gadgets as opposed to WordPress’ widgets, and includes Google integrations like AdSense and Analytics, allowing you to easily monetize your company blog and monitor traffic. 3. Invoicing and tracking hours Working with so many freelancers can become complicated, and it’s important for you to evaluate how much money is being spent vs. how much is being generated through your efforts. Without a centralized platform, you’re going to be lost. One option is Due.com, which can assist you with the logistical side of overseeing your freelancers and their pay. This platform has time tracking and invoice tools that allow you to view how many hours your freelancers are working and what invoices you need to take care of. It also generates detailed reports so you know where you are in terms of your finances. Another platform for managing freelancers financially is Zenefits, which gives you peace of mind that your independent contractors are being paid on time. You can input how much time freelancers spent working and make sure they’re receiving their benefits (if you provide any for them). If you’re running a small operation, Zenefits eliminates the need for hiring HR talent. 4. Managing projects If you have multiple freelancers working on one project and there are many different elements to keep track of, you need a project management system. BaseCamp is a popular choice for project management. Through this tool, you and your team can upload files and store your collective to-do lists. It shows who worked on which project and when. Whenever a project is updated, those that are involved are sent emails so they can go in and complete their assigned tasks. You might also want to try Smartsheet, which is customizable project management software used by companies like Hilton, Groupon, and Netflix. It’s a great option if your business is utilizing spreadsheets in order to complete projects. Another option is Zoho Projects (pictured below), which comes with a timeline that’s similar to a social media feed. You can quickly scroll through it and see where you’re at with tasks. You can also integrate it with Dropbox and use it on your Android or iPhone. 5. Tracking blog posts and progress If a project management system is too complicated for what you want to do, you can work on a free or low cost tool that is strictly used to oversee your blog. Trello is a simple tool if you’re just getting started with freelancers. It’s also perfect for small teams. All you do is create boards for your freelancers and then make individual cards to ensure that each project is progressing. This platform lets you drag and drop files and include pictures and links, so it’s easy to use even for those who aren’t technologically savvy. You might also want to look into BamBam!, a platform that includes milestones and newsfeeds for your projects and is free for 10 users or less. If you’re a startup but you want project management that’s suitable for the corporate world, BamBam! may be the right choice for you. Of course, there are more robust content platforms that integrate with your marketing automation platform and offer two or more of these capabilities with one piece of software. These platforms often are an investment worth making because they will scale and grow with your business. Freelancers can greatly enhance your content creation campaigns. Once you have the best tools in your back pocket to manage them, you’ll be on your way to coming up with successful ideas that produce a huge ROI for your company. What other tools do you use to manage your freelance team of content creators? Let me know in the comments section below.