INFOGRAPHIC: The Evolution of Modern Marketing Automation

Posted on Fri,Mar 15, 2013 @ 10:00 AM

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Tags: Marketing Automation, Infographic, marketing automation software

Marketing Trends for 2012

Posted on Thu,Dec 08, 2011 @ 10:00 AM


From MarketingProfs, here are the top 5 marketing trends predicted for 2012.

Big Data
Think of this as "customer interaction history". As digital information doubles every year, information about buying behavior will only increase, creating a tremendous marketing opportunity.

Marketing Automation 3.0
Marketing Automation 2.0 was all about social media integration. Marketing Automation 3.0 is about the rebirth of marketing data marts and their integration into your marketing automation platform. That harnesses Big Data by creating a closed loop between your marketing automation platform and CRM systems.

Customer Intelligence
"Embracing customer intelligence and making it part of their closed-loop sales-and-marketing systems will enable B2B and B2C marketers to sift through huge amounts of complex customer data to identify buying opportunities at the right time throughout the customer lifecycle."

Customer Lifecyle
New marketing opportunities will be created via the application of customer intelligence to the customer lifecycle. Engage customers at the right time, with the right offer, in the way they want to buy.

Right-Time Multichannel Marketing
This will allow the monetization of social media by taking customer interactions amd making them part of customer profiles that can be contextualized to create the right offer at the right time.

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Tags: Social Media Marketing, Marketing Automation, Marketing Strategy, Demand Generation, marketing automation software, Lead Generation

INFOGRAPHIC: Marketing Automation Statistics

Posted on Wed,Oct 19, 2011 @ 10:00 AM


From Focus Inc., here's an infographic of trends and data about the marketing automation industry.



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Tags: B2B Marketing, Marketing Automation, Infographic, marketing automation software

Are You Failing at Marketing Automation?

Posted on Thu,Oct 06, 2011 @ 10:00 AM


From the Hubspot Blog, here are 10 signs that your marketing automation efforts aren't productive.

"You have to hire help just to work the numbers."
Focus on quality rather than quantity. Analyzing marketing results should be done as close to real time as possible.

"You're using multiple systems and software packages to make it work."
The marketing tools you use shouldn't be hard to use. Review and reassess your software and infrastructure.

"You are more focused on testing instead of overall traffic and lead flow."
Traffic is the always-necessary first step.

"You think a drip campaign is going to spit out awesome leads and customers."
Review the leads you have generated to make sure they're in line with your target market. Ask yourself if you have the right information to do that analysis.

"You haven’t written a blog post this week."
Blog posts give you a recurring chance to demonstrate your knowledge to prospects and leads, often being better at conversions than testimonials.

"A majority of your traffic comes from paid media."
Organic search, social media, and direct traffic convert into leads and customers at higher rates than paid media. If more than half your leads are from paid sources, shift some of your budget from outbound to inbound marketing.

"You don’t know what sources are responsible for driving leads."
Automation is worthless if you don't know the source of your leads. Determine what is driving traffic to your site and database.

"You purchase “leads” from a database company."
If they've never heard of your company, how can they be "leads". This is ineffective and the opposite of inbound marketing.

"Your marketing automation system doesn’t integrate with your CRM."
CRM systems are intended to make managing leads and customers easier, just as marketing automation systems are intended to make marketing easier. If those systems can't interface, you will end up creating more work for yourself.

"Your marketing stops once the lead is handed off to a sales rep."
Marketing also carries the responsibility to make sure leads are fully worked. Sales and marketing teams must be aligned to operate effectively.

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Tags: Inbound Marketing, Marketing Automation, marketing automation software

INFOGRAPHIC: The Best Web Tools for Running a Business

Posted on Wed,Aug 10, 2011 @ 10:00 AM


From BestVendor, here's an infographic that shows the results of a survey of 550 start-ups about what web tools are the most useful for a new and growing business.



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Tags: Website Development, CRM, Infographic, Monitoring Tools, Web Analytics, marketing automation software

Marketing Automation Success Stories

Posted on Mon,Mar 28, 2011 @ 09:00 AM


Keith Dawson of the CMO Site shares some successes within the marketing automation space and predictions for the future. CMOs are being asked to do more with fewer resources, and marketing automation is the best way to effectively stretch the impact of marketing dollars. IBM believes this, and has acquired several companies in the marketing automation space, including Unica, Coremetrics, and Sterling Commerce.

Among Unica's existing clients was E*Trade Financial Corp, which used their marketing software to automate repeated campaigns, processes, and data outputs. As a result, in each of the last three years, E*Trade's marketing output has increased by 30 to 63 percent. In addition, E*Trade saved 1500 man-hours on campaign execution in 2010.

IBM's research indicates that in the next few years, CMOs will need to grow in scope, scale and skills. Also, venture capital is betting on real-time marketing, predictive analytics, and cloud computing.

Companies like Capital One, LL Bean and Best Buy are among the 2500 companies that use IBM's marketing automation. Bath & Body Works increased search conversion by 31 percent and order size by 5 percent. ING adjusted its Web offers to be more dynamic and quadrupled the revenue generated over previous offers.

Small business can get these same level of results with marketing automation, but probably needs to start wit point solutions to address the toughest problems.

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Tags: marketing automation software, Marketing Automation, Marketing Strategy

Mistakes to Avoid When Purchasing a Marketing Automation System

Posted on Mon,Mar 14, 2011 @ 10:00 AM


Marketing technology specialist David Raab provides some insights on how to choose a marketing automation system. Automation systems have reached a point that they can benefit most marketing departments, but most buyers aren't yet equipped with the knowledge to make an effective purchase decision. Avoid the following errors:

Buying Because Everyone Else Is
Buy a marketing automation system because you need it. So first, define how you'll use it, what benefits you’ll get, and what financial value those benefits provide. (E.g. generate more leads, save production costs by creating your own pages, send better-qualified leads to sales.)

Choosing the System with the Most / Best / Coolest Features
A feature you don't use adds to cost and complexity, thus reducing the value you get from the system. Again, first define how you'll use the system to determine the features you need.

Considering Only the Industry Leaders
Becoming an industry leader isn't necessarily synonymous with having the best product. And the "industry-best" product doesn't necessarily fit your needs. If you've clearly defined your requirements, assessing a large number of vendors shouldn't be difficult.

Saving Time by Skipping Scenarios
Design some sample campaigns or other processes and watch the vendor execute them. You get to see the features you really need and not be distracted by the ones you don’t. This will ultimately speed your implementation as well as helping to ensure you select a system that actually does what you need.

Ignoring References
References tell you what kinds of companies have previously succeeded with the system. Even happy references can provide concrete information about what worked well and not-so-well.

Spending Too Little
Don’t save money by not training your staff, prepping your data, designing sound programs, or creating strong content.  Those investments are what will really determine whether you get value from your marketing automation system.

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Tags: marketing automation software, Marketing Automation

Marketing Automation from Salesforce.com

Posted on Tue,Feb 22, 2011 @ 11:00 AM

Salesforce.com has become the most well known name in customer relationship management (CRM) software. How does their marketing automation software stack up? CRM Market Analyst Lauren Carlson recently took an in-depth look at the free marketing automation application included with Salesforce.com's CRM software to see how it compared to the offerings from marketing automation specialists like Eloqua, Marketo and Pardot.

The marketing automation functions assessed include:
  • Lead Capture
  • Lead Nurturing
  • Lead Scoring
  • Email Marketing
  • Data Management
  • CRM Integration
  • Reporting & Analysis
Overall, Salesforce.com's marketing automation capabilities didn't have the same depth of functionality as specialized marketing automation software. However, for companies who already have the CRM software and want to automate simple marketing campaigns, Salesforce.com is a good fit. More sophisticated marketing automation strategies would be better served by a best-of-breed vendor.

View Details of the Evaluation

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Tags: marketing automation software, Marketing Automation, Marketing Strategy, CRM

HubSpot Innovations for 2011

Posted on Fri,Feb 11, 2011 @ 09:00 AM

Hubspot CEO Brian Halligan presents several new features in their inbound marketing software for the coming year.

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Tags: marketing automation software, Inbound Marketing, HubSpot, Lead Generation Software, Email Marketing, Content Marketing

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