Marketing automation is term that is gaining momentum whether
you are a B2B or a B2C marketer. But what does it mean and
what impact will have on your email and cross-channel marketing
efforts?
Marketing Automation is using a technology platform that
enables you to build content assets such as landing pages, emails,
Facebook tabs, web events, etc. and deliver them to a prospect
and/or customer at a time when it is most relevant to them in their
buying cycle. This "right time" is based on knowing your potential
customer by capturing demographic information, capturing their
interactions with...
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Each Thursday
at 11am EDT, marketers from around the world join the ExactTarget Nexus partner
ecosystem on Twitter for a conversation about trends and campaign
ideas across the interactive marketing industry. We call the
virtual coffee chat the Nexus Café.
During a recent #NexusCafe chat, we focused on email marketing tips
that are often overlooked or missed. Our guest for the chat was
Jody
Freshwater, account director at MarketNet. Jody has spent
many years working with ExactTarget for her client's interactive
marketing campaigns. She has also volunteered help lead our 3sixty
Live Dallas...
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What is the difference between a Tab
and a Fan Page? How
is the Social Graph different from Open Graph? Marketers ask us these questions all the time and with
help from folks at Facebook, we put together a Glossary to help you
master the newest Facebook marketing concepts. We hope you find it
useful!
Glossary
Actions and Action Response “AR”
There are a variety of actions within Facebook Ads or Pages
including when a user clicks “Like”, “RSVP” or selects a custom
action. Another way to think of actions is to think of the
traditional “Call-to-Action” like click, call or download. AR
stands for...
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The
ExactTarget Nexus team invites you to participate in our #NexusCafe
Twitter chat tomorrow and every Thursday from 11am-12pm ET, where
we discuss emerging topics and trends from across the interactive
marketing world. The virtual coffee chat is hosted directly on
Twitter, hosted by @ETNexus. Follow the #NexusCafe
hashtag and be sure and add the hashtag to your tweet to
participate. The person with the best tweets wins a Starbucks gift
card!
This week our #NexusCafe chat will focus on email marketing tips
that are often overlooked. Our guest for the chat is Jody Freshwater,
account director...
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Thanks for the interest and excitement around the launch of
SocialEngage. Hundreds of CoTweet users have already signed
up for the free trial and are up and running. As we get
closer to the Feb. 15 sunset date of the free edition of CoTweet, I
wanted to answer some of the four most commonly asked questions
that have come up about the differences between CoTweet and
SocialEngage. Here’s a quick recap:
What happened to CoTweet?
SocialEngage is the Enterprise Edition of CoTweet with a bunch of
new features. We are sunsetting the free edition of CoTweet.
How is SocialEngage different from the...
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If you spend much time in our 3sixty community, you will see that a
common suggestion is to offer better ways of searching for
information within our products: Emails, Templates, Subscribers,
Users, etc. One way we have addressed this is with our new search
feature in the Interactive Marketing Hub Calendar. The Calendar
search feature, released along with the launch of the IMH in
October of last year, lets you search for past and future email
sends by taking your search word (or words) and returning any
calendar entries that contain it in its name or description
The IMH Calendar is a...
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Earlier
today we launched SocialEngage, our next generation social media
management application that brings together the best of CoTweet and
new capabilities to further empower brands to engage with customers
through social channels.
Developed in our San Francisco Social Media Lab, SocialEngage
serves as the cornerstone of ExactTarget’s social media management
suite. It features everything you’ve grown to know and love about
CoTweet, and much more -- including features such as RSS
integration, editorial workflow and Facebook management, just to
name a few.
The beauty of SocialEngage is that...
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Looking for innovative ways to drive engagement through your
Facebook Fan Page, a new way to fuel email list growth from
Facebook, or maybe just looking to get started and build your page
from scratch?
ExactTarget SocialPages is here to help – putting Facebook Fan Page
management in YOUR hands. It’s not enough to just have a fan page –
companies need an active presence to gain the attention of users,
drive consumer engagement, and increase brand awareness.
ExactTarget SocialPages provides a variety of tools to help,
including:
1.) SocialPages
Editor: You can build a branded presence on Facebook...
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With
the right marketing automation solution, you can automate both
simple and complex marketing activities with just a few clicks from
one-off to batch messaging, data movements, integrations, and
report delivery.
No matter what your industry, marketing automation can simplify
repetitive marketing tasks and drive more sophisticated uses of
your customer data. For example:
-
Financial services: Back-end operations like
account statements, low-balance alerts, and lifecycle marketing
campaigns
-
Technology: Subscription renewal programs,
interactive account reminders, and product updates
-
Manufacturing:...
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Many
organizations don’t fit squarely into a B2B or B2C bucket. More
often, companies have multiple marketing teams, divisions or
business units that focus on different marketing and sales
objectives. One team may manage vendor or partner relationships;
another drives online sales; while yet another supports a lengthy
direct sales cycle.
We are in the midst of a transformational shift in the Revenue
Performance Management market whereby:
- The buying process has changed; customers now touch dozens of
online and offline information sources before they ever talk to a
sales representative or buy...
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Greetings faithful readers. This summer I, Bo Dietrick, have
the outstanding opportunity to blog on the interactive marketing
industry and related topics, on behalf of ExactTarget. From May to
August, I am participating in the
Slingshot internship program,
and will attempt to let this educational experience shine
through my blogs as we learn together.
Want to increase the effectiveness of your interactive marketing
campaigns and boost your marketing IQ?
ExactTarget offers
clients and partners the opportunity to participate in various
certification courses through a program known as...
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This is going to be a rather audacious post. The
reason? I hope to introduce a new term into the marketing
lexicon and prompt some discussion about our app-driven
future. Here goes:
apptrophy
(app-trō-phee): a wasting away of a smartphone, tablet or
other mobile application due to disuse or abandonment. Most
commonly experienced by those apps pushed beyond the fourth screen
on my iPhone.
If you're currently a smartphone user, I suspect that this new term
will be met with some head-nodding and smiles. Loading up
your first smartphone with tons of useful (Shazam), social
(Facebook),...
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I
am very proud to announce the launch of
ExactTarget
101! It's a free, self-guided learning program on 3sixty, the
exclusive online community for ExactTarget customers. Whether
you’re just getting started with ExactTarget or looking to refine
your skills, ExactTarget 101 walks you through the essentials of
the ExactTarget email application. You’ll also “meet” several of
our prominent thought leaders and read their words of wisdom.
ExactTarget 101 combines our helpful tutorials and insightful
resources into an easy-to-navigate pathway, broken down into eight
topics:
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Coordinating a cross channel messaging strategy is complicated.
Hopefully you have already defined your messaging strategies for
your Subscribers, Fans, and Followers (if you haven’t you can start
here with our Subscribers, Fans and Followers research
paper). While the usual focus is on how to maintain a
consistent message across channels, another problem is that each
channel will have its own optimum delivery times. Experienced
Email Marketers have honed their strategies and know exactly which
days and times are best to send for each audience (if you haven’t
developed yours yet, here is
a...
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Last time I wrote about
ExactTarget's Getting Started Guide and how you can use it to
get up and running with our application. Today I'm moving on to our
For
Marketers Guide.
If you're somewhat familiar with the ExactTarget application, and
especially if you've already gone through the Getting Started
Guide, this guide is for you.
The purpose of this guide is to introduce you to some of the
additional features not discussed in The Getting Started Guide.
This is not a step-by-step process, but rather a list of features
that you can use to make your email communications convenient for
you and...
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Research shows that consumers are more inclined to open an email
from a friend than from a company. Don’t believe me? Take it from
Papa John’s who added 45,000 fans on Facebook just three days
after adding Social Forward to their NCAA-themed email
campaign. Sounds like Papa John’s subscribers weren’t just
hungry for pizza, but for a great deal to pass along to friends
too…
With ExactTarget Social Forward, your subscribers can take control
of the content you send them by passing it along to their friends
on Facebook, Twitter, and more than 20 other social sites—all with
less effort on your...
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As
a
Marketing Consultant, part of my role is helping clients
analyze their data and make optimizations based on the trends we
see. When it comes to subscriber engagement, most clients are
shocked when they see their data and how few subscribers are
interacting with their email. The
subscriber engagement report is one of the most popular reports
among Marketing Consultants at ExactTarget and is available in the
application.
The report displays how many emails were delivered to a
subscriber during a given time frame, and out of the emails
delivered, how many were actually opened or clicked....
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Not that long ago while working for a web
analytics company, I went on a joint sales call with our founder
Peter McCormick who was a partner of mine at the time. While
neither of us were technically sales people, here we were in the
boardroom of a Fortune 100 client pitching the benefits of a lead
nurture campaign. For their part the client had very realistic
expectations, after all they had believed
most of what they
had been told by their vendors.
The client wanted three basic things:
1) to track and measure traffic on
their web site,
2) automatically trigger an event when a site visitor...
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An exciting landmark took place in
the history of ExactTarget this week – we hosted our first
Connections user conference in
the UK! The one-day event was held at the famous 
Grosvenor
House Hotel, in the heart of downtown London, and
Featured guest speaker Elizabeth Bailey Weil, Twitter’s product marketing
manager, and entertainment by one of Britain’s most beloved
comedians Marcus
Brigstocke. With more than 400
people in attendance, this was the world’s largest interactive
marketing conference to be held in the
UK!
Highlights from the day included
the unveiling of our enhanced mobile...
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