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Avoid these 10 Marketing Automation Rookie Mistakes

It's All About Revenue

If your company is considering marketing automation or you have recently implemented it, you are not alone. According to The State of the Marketing Technology Industry , only 3% of businesses surveyed use one of the four most common marketing automation systems. Clearly, a lot of marketers are going to be very new to this. Some marketers will fail.

Why Personas Fail

Cintell

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales. But there is a very sobering gap between the perceived value of buyer personas and the actual, realized value. Personas fail: 1.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation Blog

Tweet Getting the right content to the right people continues to be a challenge in B2B marketing according to Byron O’Dell, Senior Director of Demand Management, IHS, who recently spoke at MarketingSherpa Email Summit 2014. Byron explained how his organization transformed from batch and blast email sends to persona-driven campaigns. Step #1. Step #2.

Why Personas Fail

B2B Marketing Insider

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? Today, you can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective marketing. But there is a very sobering gap between the perceived value of buyer personas and the actual, realized value.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Best Practices for Marketing Automation from 11 Experts

Modern B2B Marketing

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. You can’t automate a process that doesn’t exist.”.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. It is often positioned as something that will solve all your marketing problems for a couple of thousand dollars per month. Unclear Prospect Profile(s).

Get More out of your Marketing Automation with Interactive Content

Modern B2B Marketing

Author: Seth Lieberman You have seen the benefits of content marketing , but are your recent campaigns falling a bit flat? You have a marketing automation system in place, but are you getting the most out of it?  By layering interactive content into your marketing efforts, you can drive more leads, enhance profile building and scoring, and improve nurturing.

Unlock the Power of B2B Personas By Freeing Them from PDF Purgatory

Social Media B2B

Personas are the way that B2B marketers have identified their buyers for years. Whether you use them for demand gen, email campaigns, social media, content marketing or even deciding what trade shows to attend, you are probably not getting the full benefit from them. It is now time to think differently about your personas. For content marketers?

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

8 Reasons Why Email is Still the Killer App – For Now

Act-On

Email is the oldest technology of the Internet. By then, email was already five years old. Yep – email was born way back in 1978. Email is still alive and well. Like it, love it or hate it, email is still the killer app. But email’s reign is not yet over. Email is used by everybody. There is no other digital technology as widely used as email.

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Why a Customer-Obsessed Culture is About More than Persona Marketing

Modern B2B Marketing

Author: Corinne Sklar So you  have your database segmented by persona, and you’re running email campaigns. But remember, segmentation and email marketing  are only the first steps toward achieving real customer engagement. Not all sales operations teams have budget to invest in e-learning for their training initiatives. The Changing Role of the Marketer.

20 Marketing Automation Terms Marketers Should Know

Hubspot

This is an excerpt from our new free ebook, The Ultimate Inbound Marketing Glossary. If you are curious about marketing automation, you need to be familiar with the key terms related to this concept. Here are 20 essential marketing automation terms you should know. 1. Behavior-Based Marketing Automation. Cross-Platform Marketing Automation.

Four Signs That You May Need Marketing Automation Help

Modern B2B Marketing

That is what we as marketers try to do with marketing automation—make the process of marketing more efficient, long-lasting, and available. Most of us, like Edison, are dabbling in the great unknown with trials and errors when it comes to marketing automation. Are the stages of your revenue cycle mutually defined and accepted by sales and marketing?

Drip Campaigns: Tips From Marketing Automation Monday

LeadSloth

Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. The topics for these meetings was drip campaigns and lead nurturing. You need to tailor your drip campaigns to different audiences. Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). via progressive profiling), so they could run more targeted campaigns. Several people mentioned they were feeding product usage information to their Marketing Automation system to tailor the drip campaigns.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Marketing Automation vs. Automated Email Engagement: Which Is Right For You?

IKO-Systems

Upon first glance, you might be thinking that Marketing Automation Platforms (MAPs) and Automated Email Engagement solutions are practically identical. After all, they’re both used to send emails, right? The following post will clarify and explain exactly what role the up-and-coming Automated Email Engagement Solution plays and how it functions in comparison to the MAPs we’ve come to know. Exclusive Bonus Content:  Download Here  Awesome Tips to Remember When You’re Implementing A Marketing Strategy ! and automate repetitive tasks.

7 Ways to Generate More Sales Revenue with Marketing Automation

Modern B2B Marketing

discussed the top seven ways to utilize marketing automation to generate more sales revenue. Nurture your leads to get 3 out of 4 sales opportunities that come from prospects with longer-term needs. Concurrently, you should attempt to identify the qualified, sales-ready opportunities. Use outbound marketing to follow up, nurture and qualify your inbound leads.

Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan

NuSpark

Considering that around 80% of leads never turn into sales, you need a proper lead nurturing plan, including lead scoring, with the goal to transform those leads you do have into potential sales opportunities. The benefits of lead nurturing are: Automatic lead qualification, meaning increased sales productivity. Shortening of sales cycles.  Increases campaign ROI.

Marketing Automation- What’s the Fuss? New Book Sets the Record Straight

NuSpark

If you’re a B2B marketer and you’re not hibernating, you obviously know the concept of marketing automation. It’s important to keep in mind that although the tools sound great and work, they will only work if the tool is utilized properly.  We explain the process to our many clients, and to highlight: Marketing Automation doesn’t work unless you have buy-in from sales and marketing together. Marketing Automation doesn’t work unless you have a sound, targeted media plan that will generate quality leads in the first place.

Marketing Automation- What’s the Fuss? New Book Sets the Record Straight

NuSpark

If you’re a B2B marketer and you’re not hibernating, you obviously know the concept of marketing automation. It’s important to keep in mind that although the tools sound great and work, they will only work if the tool is utilized properly.  We explain the process to our many clients, and to highlight: Marketing Automation doesn’t work unless you have buy-in from sales and marketing together. Marketing Automation doesn’t work unless you have a sound, targeted media plan that will generate quality leads in the first place.

Find New Customers – Improve email marketing in 2011

Fearless Competitor

Email is the lynch-in of B2B lead generation today. This free white paper, sponsored by Genius.com and containing recommendations from top email experts is designed to share insights on how to improve the results of your email campaigns. 77% of all US online consumers say they have become more cautious in the past year about giving their email addresses to companies.

Why Marketing Doesn’t End at the Sale – Customer Obsessed Lifecycle Marketing

Modern B2B Marketing

Author: Amanda Scigaj Marketing’s role in an organization often boils down to creating new leads and revenue opportunities, and then passing them to sales. But most marketers know that it’s more cost effective to renew business with an existing customer than to acquire a new lead. Increase Engagement Post Sale. Sending “email blasts” is no way to nurture your customers.

Continuum and Process vs. Event, Project or Campaign Thinking

Avitage

It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. While The consensus is clear.

Marketing Automation Monday is Here!

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Automation Monday is Here! It was really fun and if you are interested in learning how other marketers are tackling their marketing, CRM, and even sales challenges this is the place to go. United States License.

Email Personalization Basics (+American Express Travelink’s Email Success Story)

Marketing Action

For marketers, it’s an increasingly important tool for creating a customer experience that feels like it’s one-on-one. And for email, which still offers incredible flexibility and has the best ROI, it’s the most powerful tactic to raise your conversion rate and rate of return. Personalized Emails Deliver 6X Higher Transaction Rates , MarketingLand). Build personas.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

By Rob Petersen, {grow} Community Member First, a few depressing facts: 86 percent of B2B companies say they are doing content marketing Just 38 percent say it is effective 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute ) Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. million.

Three Reasons Executives Should Invest in Customer Strategy Before Marketing Automation

Tony Zambito

  Demands for sales force automation, marketing automation, social media platforms, content marketing platforms, lead generation programs, and much more presented with business case studies that appeal to the analytical side of business logic.   Not just made up stuff or profiles but real buyer personas based on qualitative insight from real buyers.

Advanced Retargeting: Nurturing Your Audience Across Digital Channels

Act-On

The SaaS marketing world is humming in 2016 to the tune of offering your business something – anything – related to account-based marketing (ABM). But just as ABM is a new concept that is really 20+ years in the making, an effective retargeting campaign for ABM relies on some old-school marketing. Yes, retargeting ads can be annoying. But they are also effective.

The Importance of Thinking Outside-In

Fearless Competitor

Our Lead Nurturing and Scoring Service goes up from $24,995 to $29,995 on September 1, so book today! I was presenting my B2B lead generation approach “ How to Do Great Marketing on (Almost) No Money “  (slideshare is below) to a group of small business software CEOs in NYC when they asked me: “Where do you recommend we invest our limited marketing funds today.&#.

Don't Count on Marketing Automation to Solve All Your Lead.

Industrial Marketing Today

Of course, Marketing Automation alone cannot live up to those hyped up expectations and has to take the brunt of the blame. That is unfortunate because Marketing Automation software is a very useful tool and in my opinion, a necessity these days. However, B2B and/or industrial marketers must learn to use it correctly in order to harness its true power. Resources

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Define Your Enterprise-wide Content Use Case Requirements

Avitage

So too for new product introductions, marketing automation based nurturing campaigns, social selling and marketing initiatives, as well as support for channel content requirements. At any given time: on your website, your email campaigns, and in sales conversations (hopefully) are buyers who represent ALL PRIMARY POINTS on your content requirements map.

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Focus on Accounts – Not Leads – for Better ROI

Act-On

Being a marketer at Act-On is great. We use Act-On for our own business and we represent our own ideal customer profile – so we know the challenges that marketers face. Our customers are marketers and executives who invest in marketing, so in our own roles as marketers and executives invested in marketing, we share their ambitions – and their pains. buyers.

A Simple B2B Marketing Framework

Everything Technology Marketing

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity. Marketing is getting involved in many more areas that touch the customer along the buying process, multiplied by a dizzying variety of new tactics, online communications and engagement platforms. What frameworks help you organize and structure your B2B marketing efforts

Here’s How to Make Your Website As Personalized as Your Email

Modern B2B Marketing

Author: Jon Miller Your customers are multi-channel and multi-device users, cruising from your website to your mobile app to their email inbox. And they expect your marketing messages to cruise right along with them. Put simply, your website should be just as personalized and targeted as your emails. Persona. Today’s Marketer Must Be a Master of the Customer Experience.

Learn Holistic Lead Nurturing

LeadSloth

The agenda covers B2B marketing trends, marketing infrastructure, nurturing dialogs, campaign development and implementation advice. Cost: FREE for qualified marketers. It means that you identify market trends, then define a strategy for lead nurturing, and then implement it. New Marketing Technology. Is Holistic Marketing the Future?

Great B2B Customer Experiences Require Customer-Centric Marketing

Kapost

Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. The report defines customer experience as: Customer experience encompasses each interaction between a customer and brand across channels (social media, website, email, sales, etc.) and technologies (marketing automation, CMS, CRM, etc.). Marketing Strategy

Why Marketing Matters to You! – Mr./Ms. CEO

Fearless Competitor

Marketing is critical to your business today – plain and simple. In this modern world, outbound strategies (phone calls and emails) are dropping fast in effectiveness. Fortunately, we have companies like the sales lead generation company Find New Customers to help. So why do you insist on sending me emails? strong marketing leadership. deep buyer personas.

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Boost Your Demand Gen Mix with Account-Based Marketing

Act-On

Being a marketer at Act-On is great. We use Act-On for our own business and we represent our own ideal customer profile – so we know the challenges that marketers face. Our customers are marketers and executives who invest in marketing, so in our own roles as marketers and executives invested in marketing, we share their ambitions – and their pains. buyers.

10 Things Every Email Marketer Can Relate To

Hubspot

Sometimes, it can be rough to be an email marketer. Designing email templates, segmenting lists, drafting copy, planning your campaigns -- a lot goes into executing a successful email marketing program. And if you''re a fellow email marketer, I''m sure you know all too well what I mean. You can''t even say, "Email marketers don''t do that!"

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