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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. wrote last month about Everstring ’s expansion to the world of intent data and account based marketing.

3 Major Marketing Automation Misconceptions

ANNUITAS

I recently had a conversation with a budding marketer about my experience with a leading marketing automation platform, and when discussing its robust capabilities was asked, “So, will this program create infographics for us to send out?” Simply installing even the most robust marketing automation platform does not mean that you will have instant results.

Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform

Act-On

True or False: Modern marketing departments are dominantly focused on demand generation activities? While this may come as a surprise to the hordes of demand generation groupies using marketing automation, the truth is that 87% of companies spend more time in other functions of marketing than demand gen. Marketing is easy to overcomplicate. But that’s changing.

The Key Marketing Automation Players On Your Team

ANNUITAS

You’ve vetted the vendors, selected your features, sized your database and scheduled your implementation; you are now ready to deploy your marketing automation platform, right? Wrong. Without the correct staffing your marketing automation investment might as well be a car that sits in the garage, collecting dust.In The Marketing User. The CRM User. Wrong.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. But pricing will remain well below standard marketing automation products. My problem is two-fold.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. The new entrants are clustered towards the small business end of the market, where they see an opportunity for simpler systems at lower prices than existing market leaders. Among U.S-based

Marketing Automation Integration: Ensuring Critical Connections

CMO Essentials

In the past, companies dictated their marketing messaging, but today, the customer defines the actions and messages that marketing should execute. This means that marketing can’t rest on its laurels at lead nurturing alone, but instead, must continue on to a more comprehensive concept like  customer nurturing. lone CRM as well wouldn’t be enough to sustain your efforts.

Don't Let Your Marketing Automation Feel Like a Bad Amusement Park Ride

It's All About Revenue

That’s how your marketing can feel to prospects. If you’re engaging with prospects through a marketing automation platform, your system probably has multiple entrance points and offers a wide range of experiences. As a marketer, that should be your goal for every interaction—a lasting impression that carries a lead from first touch through new business.

3 Lead Scoring Problems – And How to Solve Them

It's All About Revenue

by Jesse Noyes | Tweet this Today’s guest post comes courtesy of Randy Ilas, Vice President of Product Development & Marketing at Harte-Hanks, an Eloqua partner. Few marketers would argue with the premise that “less is more” when it comes to delivering the right leads to sales. Gone are the days of inundating sellers with poorly qualified leads or “prospects” with little or no interest in buying. But significant challenges still remain for most marketers in developing the right mix of leads that will generate the best results and not waste precious resources.

Marketing Automation, Set It and Forget It

Puzzle Marketer

Whether you’re a B2B or B2C company, it’s advantageous to manage your customers and prospects in one of the many customer relationship management (CRM) systems. This obviously allows you to match your customers with sales transactions, but more importantly for marketers it allows you the option of layering on a marketing automation system that can deliver targeted messages at the right time without continuous management by additional personnel. Marketing automation, what is it? Turn your marketing into a 24/7 sales generating machine.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

You may have noticed that there are many B2B marketing automation systems available. But they do go far enough beyond standard marketing automation to justify a different label. In particular, LeadLiaison helps marketers create content, a critical bottleneck that is not addressed by most marketing automation systems.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Last week’s post looked at newer marketing automation systems that focused on small businesses. The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less. It will be adding these as it sells more to corporate marketers, who tend to need them.

Why Marketing Automation, Why Now?

Modern B2B Marketing

If you’re in marketing, a “trend” you’ve probably heard about is marketing automation. So in a nutshell, what does marketing automation do, and why should you care? first purchased marketing automation (Marketo, specifically) while working at an another company several years ago. Why Marketing Automation, Why Now?

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. I’ve already written about two of those, Inbox25 and AutopilotHQ (formerly Bislr). The system has an impressively broad scope, adding full Web site creation to the usual all-in-one mix of email, lead scoring, landing pages, and CRM.

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. So we set off to uncover the most recent marketing stats. Marketing Automation.

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87 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. So we set off to uncover the most recent marketing stats. Marketing Automation.

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Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Architecture of Marketing Automation versus CRM. Marketing Automation. Marketing Automation.

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Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. The current marketing automation leaders – Oracle Eloqua , Marketo , Salesforce Pardot , Silverpop , Act-On, etc. But I digress.

4 Ways Marketing Automation Can Create a Pot o’ Gold

Marketing Action

Though sales and marketing departments use different strategies and tactics, their missions are complementary: revenue generation. Adding a marketing automation system to these departments can directly contribute to their collective success, ultimately helping them meet and exceed revenue goals. What Can You Expect From Marketing Automation? license. license.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. Moreover, operational source systems often don’t keep old versions of important data that changes over time (such as lead scores or contract expiration dates), making historical analysis difficult if that data isn’t stored elsewhere. Interruptive” messages like display advertising and most marketing emails are already easy to ignore. This vision has (at least) two implications.

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Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. Anyway, back to BeanStalk.

6 Vital Features to Look for in Marketing Automation Software this Year

Modern B2B Marketing

Marketers have to adapt to these changes. The single most important improvement companies can make to their marketing strategies is investing in marketing automation software. Automation is the fuel that allows businesses to stay one step ahead of the game. Marketing automation software is not just a fancy synonym for customer relationship management software.

6 Ways To Maximize Your Webinars With Automation Technology

It's All About Revenue

by Amanda Batista | Tweet this Marketers tap variety of communication and engagement tactics across all channels to build relationships and interact with prospects and customers. majority (61%) of marketers surveyed cite webinars as an effective content marketing tactic, according to the CMI and MarketingProfs report B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America.

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Discover 3 Types of Marketing Automation Engagements for Agencies

Marketing Action

The economy has recovered a bit, but it’s still a very competitive environment for marketing agencies, with thin margins … and thinner client loyalties. An increasing number of agencies are turning to marketing automation to gain a strategic advantage in both areas. You gain several advantages when you move these types of engagements to a marketing automation platform.

Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. But let’s say you got approval and have purchased the marketing automation software of your dreams. Step 5: Scoring Model.

Best Practices for Marketing Automation from 11 Experts

Modern B2B Marketing

by Dayna Rothman Today’s guest post is from Sam Boush, President of Lead Lizard. He is an expert in marketing automation and lead management best practices. In that spirit, we’ve asked some of the big brains on the marketing automation scene for tips, tricks and best practices that will help marketers make it rain with their next marketing automation program or campaign.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

This started as a post about Empathy Logic , a company that merges data from marketing automation, CRM, Web tracking, order processing, social monitoring, and other systems; lets marketers segment and select from this more complete set of data; and sends the resulting lists back to message delivery systems such as email and Web sites. This is by far the broadest list.

Getting to Yes: 5 Marketing Automation Myths Debunked

Marketing Action

Two marketers walk into a bar. It’s a classic tale of marketing automation. Replace “bar” with “C-suite” and the scenario is played out every day in businesses large and small: marketers seek assistance for what ails them, and decision-makers dig in their heels. Maybe this is (partly) why Forrester Research (and some vendors) prefer the term “lead-to-revenue” platform. 

How utilized is marketing automation today? An expert weighs in

chiefmartech

I recently had the chance to talk with Jeff Pedowitz , the founder and president of Pedowitz Group , a marketing services provider built around the transformative potential of marketing technology platforms. From there I moved into enterprise software, working for Computer Associates and SmartTime, holding roles in professional services and marketing. Ah, the age old debate.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. They can also be based on use of specific technologies, allowing marketers to target competitors’ customers. b2b marketing intent data lead scoring marketing automation predictive analytic

Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Marketing automation is still in its infancy.

5 Reasons Sales Should Be Excited About Marketing Automation

Marketing Action

Despite the name, marketing automation was never intended to be a marketing technology, even though about 80% of investments in marketing automation are driven exclusively by the marketing department. Marketing automation isn’t just a glorified campaign engine for marketing. Sales still resists marketing automation.

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Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform

Act-On

True or False: Modern marketing departments are dominantly focused on demand generation activities? While this may come as a surprise to the hordes of demand generation groupies using marketing automation, the truth is that 87% of companies spend more time in other functions of marketing than demand gen. Marketing is easy to overcomplicate. But that’s changing.

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. So we set off to uncover the most recent marketing stats. Marketing Automation.

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LEGO Education North America Builds a Winning Strategy Using Marketing Automation

Marketing Action

Brandee Johnson, Senior Marketing Manager at LEGO Education North America, recently had a conversation with Leo Merle, Marketing Programs Manager at Act-On Software, to talk about how LEGO Education has been using Act-On solutions to improve their productivity and boost the effectiveness of their campaigns. LEO: Tell me why you decided to implement marketing automation.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. Strikedeck is aiming squarely at the same market as customer success leaders Gainsight and Totango but includes more automated execution of recommended actions. In fact, the execution is fully automated: users define rules, called “recipes”, that listen for triggers such as support issues, new contracts, or late invoices and specify the action to take when the trigger occurs.

3 Ways You're Not Using Marketing Automation (But Should Be)

Hubspot

Everyone talks about the endless possibilities of marketing automation and what it can do for your business. But when it comes to reality, what can you really accomplish with marketing automation? You're about to learn even more, because we're going to tell you about those hidden use cases for marketing automation right now. there are. And guess what?

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6 Ways Marketing Can Help Generate Early Leads for Sales

It's All About Revenue

by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently. What does sales want more,” he asked, “qualified leads or early leads?”. Getting to prospects is paramount, but so is focusing on the most qualified leads. Here are 6 ways that marketing can help make that possible. 1. Marketers need to include a capabilities matrix, competitive matrix and an FAQ document as early in the lead nurturing process as possible.  Schedule Calls for Sales Throughout the Lead Nurturing Process. My answer: Both. It’s a fair question.

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Marketing Automation: What it is and How to Know if Your Firm Needs it

Hinge Marketing

What is marketing automation, and what can it do for your firm? You are able to measure results of each step of your lead generation and lead nurturing process as well as ROI of your marketing programs and campaigns. Marketing automation has been there all along. Pass qualified leads over to CRM system for business development follow up.

3 Steps to Choosing the Right Marketing Automation Solution for Your Agency

Marketing Action

What does it take to find the right marketing automation solution for your agency? good platform helps marketing agencies be more effective. When choosing your marketing automation partner, it’s essential to figure out the capabilities that are important to your agency – as well as to the diverse needs of your clients. Marketing Automation Basics.

Top 10 Triggered B2B Email Marketing Campaigns

Anything Goes Marketing

One of the themes for marketers in 2009 is “doing more with less”. While some marketing teams are facing cut backs and spending freezes or reductions, they still need to hit their goals which may include generating X number of leads, Y amount of influenced pipeline and/or Z amount of influenced sales. A key part of “doing more with less” is automating your email marketing campaigns.

How Workflows Take Marketing Automation to the Next Level

Hubspot

Lead nurturing is a crucial part of any effective marketing strategy. Because if you’re not managing your leads properly, you're wasting your time, marketing resources, and money. Workflows take lead nurturing to the next level. workflow is series of automated actions that you can trigger to occur based on a person’s behaviors or contact information.

Help! I Need a Marketing Automation Vendor with Social Media Savvy

WindMill Networking

Finding the right marketing automation (MA) platform for your company can be a daunting task. This means that picking the right automation vendor is a lot harder than choosing a flavor of ice cream at Baskin-Robbins. General Lists of Marketing Automation Vendors Within my network, I’m known as an MA fan, so I often get drawn into discussions on the topic.