Martech Zone
Martech Zone provides daily articles for business, sales, and marketing professionals to research technology, discover new sales and marketing tools, and learn how to leverage platforms to drive greater business results.
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Advertising Technology
What is Real-Time Bidding (RTB)?
In both paid search, display and mobile advertising, there’s plenty of inventory to purchase impressions on. In order to acquire solid results, you should be testing the purchase of hundreds or even thousands of keyword combinations on paid search. If you’re doing display advertising or mobile advertising, the inventory may be spread amongst hundreds or thousands of sites or apps.…
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Marketing & Sales Videos
Sysomos Gaze: Image and Video Monitoring for Social Media
You’re a national brand and a mistreated customer shares an embarrassing photo of your brand on social media. They don’t tag you on the photo, but it’s just too good not to share. It goes viral and before you know it, your monitoring alerts are going off as leading sites begin to mention you and share the image online. Momentum…
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Analytics & Testing
Infer Net New Leads: Identify and Send the Best Leads in Salesforce
Businesses are struggling to interpret mountains of data about their customers and what motivates them. It’s nearly impossible to see the forest from the trees when people are focused on their system of record vs. extracting useful insights from all the signals in disparate systems like Salesforce, Marketo and Google Analytics, as well as unstructured sources from the web. Few…
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Advertising Technology
Yashi Video Advertising by Geographic Region
As video viewing continues to rise, there’s an opportunity to reach a very specific audience using various targeting techniques. With Yashi, businesses can set up an exact latitude and longitude and customize a radius around it, serving ads only to people who reside within that particular area. Yashi’s retargeting capability makes it easy to show your ads to people who…
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Sales Enablement, Automation, and Performance
The Impact of Collecting and Enhancing B2B Data for Marketing
When I began my corporate journey implementing continuous improvement, one finding that was consistent with improving any process was the inefficiency – and subsequent opportunity – in the hand-off. Decades later and I find that this is even true with our agency. One example is when our clients have turnover within their ranks. When the decision-maker changes, more often than…
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Content Marketing
DivvyHQ: High Volume Content Planning and Workflow
If you’re working at an enterprise company, content planning and execution is central to your overall marketing strategy. The challenge is managing ideas, resources, assignments, and reviewing overall production status. DivvyHQ‘s platform provides all the tools necessary from ideation to execution. The platform was designed for both content and social media publishing. DivvyHQ is a cloud-based, content planning and production…
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Sales Enablement, Automation, and Performance
5 Misperceptions of Marketing and the Reality
We’re working on a proposal right now where the prospect stated they wanted to move quick. Most salespeople would salivate with the opportunity to get a quick signature, but I view it now as a warning sign. Moving quickly typically leads to an expectation of getting leads quickly. While that may be possible until we thoroughly analyze the client, the…
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Email Marketing & Automation
Be Careful When Comparing Apples to Apple Trees
Good friend Scott Monty shared some data from McKinsey on research providing the following statistic: Email is actually 40X more effective than Facebook or Twitter for acquiring new customers. 40%! Whenever I see a statistic like that, I’m intrigued and have to run to the source to read more. I quickly navigated from Scott’s post back to the McKinsey report,…
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Analytics & Testing
Getting Personal in a Crowded World
In today’s competitive retail space, personalized offers differentiate brands in the fight to capture consumers’ attention. Companies across the industry are striving to deliver a memorable, personal customer experience to build loyalty and ultimately improve sales — but it’s easier said than done. Creating this kind of experience requires the tools to learn about your customers, build relationships and know…
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Content Marketing
Your Content Stinks Because It’s Missing These Elements
Industry report after report continues to purport the fact that hyper-relevance and personalization are absolute keys to increasing conversion rates. So why then do content marketers continue to write general drivel that is just like everyone else’s drivel? Last night I did a presentation at a local Sparks event and I called it: Your Content Sucks. Exactly Like You Wanted…
