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Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. Not testing enough.

Marketing Automation Hacks

ANNUITAS

B2B marketers are always pressed for time. Marketers build strategies, run programs, manage technologies and teams, so how do we make the most of our time? Marketing Automation Platforms (MAPs) are often referred to as the “Swiss Army Knife” of technology. Here are a few marketing automation hacks you need to try: Tokens-. Work smarter, not harder.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. Marketo announced an open ecosystem platform strategy. • Act-On raised $42 million and appears heading for an IPO.

4 Reasons Why Marketing Automation Fails

Modern B2B Marketing

Author: Jamie Lewis Today’s buyers have unlimited choices, access to a wealth of research, and are being bombarded with countless marketing messages each day. So it’s no wonder that many marketers are finding it difficult to break through the noise. Let’s take a look at 4 pitfalls you need to avoid to ensure your marketing automation efforts are a resounding success: 1.

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.

Can Marketing Automation Save Your Content Strategy?

Content Standard

And if you’re a brand marketer, you’re in luck: all these content strategy campaigns are set squarely on your plate. You can see where this is headed—the growth of digital marketing, in terms of the volume it requires and the ever-increasing number of forms it takes, places a huge workload on marketing departments. That’s where marketing automation comes in.

Marketing Automation is Not Marketing Strategy

ViewPoint

We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. Marketing automation doesn’t identify your best target audiences. Marketers sometimes see automation as a silver bullet.

Mobile + Marketing Automation Demystified

Modern B2B Marketing

Author: Michael Pollack There are plenty of people talking about mobile and how it interacts with marketing automation. Let’s take a quick look at some of the common considerations in mobile marketing and marketing automation, and provide some clarity around terminology and key practices. How are you integrating mobile into your cross-channel marketing efforts?

There’s No Place Like Home: Centralizing Your Marketing Channels with Marketing Automation

Modern B2B Marketing

The marketing landscape has changed rapidly in the past few years and continues to evolve with new technologies and channels. While email remains a valuable source for communication, many companies are struggling to extend their reach on other channels, such as mobile, without increasing the strain on their already over-extended marketing resources. Marketing Automation b2b Consumer

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.

3 Ways Marketing Automation Helps Higher Ed Marketers Succeed

Modern B2B Marketing

But it’s harder to take a step back and recognize that higher education institutions face challenges similar to those of marketers in other industries. With the plethora of information and resources available to guide them in their purchasing decisions, buyer behavior (prospective students included) continues to become more fragmented, self-directed, and non-linear.

New to Marketing Automation? Your First 5 Moves

Modern B2B Marketing

Author: Stephanie Yung First, the facts: marketing experts, analysts, and hands-on practitioners have now embraced marketing automation across industries. But as an Account Executive at Marketo, I work closely with our Customer Success and Support teams, where I’ve seen firsthand how marketers are sometimes hesitant to up-level their game. Marketing Automation

Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business

Modern B2B Marketing

Author: Ellen Gomes One of the questions we get asked a lot at Marketo is “what features are included in a marketing automation platform, and how can these features help my business?” Luckily, marketing automation offers a wide array of features to streamline marketing campaigns—from lead management to email marketing.

Doing More Together: Facebook and Marketo Drive Marketing Success

Modern B2B Marketing

Marketo is happy to be one of the partners contributing to this vision through our integrations with Facebook that connect the dots between seemingly disparate activities, digitally and offline. For instance, Marketo’s integration with Facebook’s Offline Conversions API allows marketers to connect “offline” conversions, an event not measured by Facebook (e.g.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. But I can share some examples and insights that should help any new team. The Basic Structure of a Marketing Automation Team. At Marketo, we have a much larger team.

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.

6 Ways to Create Rocket-Fuel Content for Marketing Automation

Modern B2B Marketing

Author: Anne Murphy Marketing automation is one of the fastest growing technology segments in business, and analysts predict it will grow to a $4.6 But marketing automation can’t run without content. . More than three-quarters of those invested in marketing automation say that developing processes and content is instrumental to success with the technology. Without

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. Today over 70 percent of new buyers find your company via inbound marketing channels (search, advertising, social). Captora improves the value those companies get from their marketing automation investment.

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The Hashtag That Could Tilt the Marketing Automation World

Content Standard

I remember being challenged by my company to show ROI on individual articles we created for our content marketing program. They wanted more insight—via our marketing automation platform, Marketo—into which content was driving new leads and bookings. There had to be a better way to find which pieces of content were working via our marketing technology stack.

Why Marketing Automation is the Key to Sharing Strategic Insights with Sales

Modern B2B Marketing

As marketers, it’s no longer enough to be building the best communication with sales ; it’s vital that we deliver the highest quality prospects to the sales team and reduce the amount of time spent on unqualified inquiries. Greater access to information and exposure to technology are developing a new breed of salespeople. Sales Marketing Alignment b2b

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[Ebook] Have Your Lunch–And Have Time To Eat It—4 Reasons Why You Should Consider Marketing Automation

Modern B2B Marketing

As a marketer, your life is pretty great. marketer’s job today is nuts , and complex, and it feels like any moment the wheels could spin off the car because you are moving so quickly. While there are many schools of thought on how best to approach marketing challenges, there is definitely one solution that can provide some order: marketing automation. Measurement.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. But I can share some examples and insights that should help any new team. The Basic Structure of a Marketing Automation Team. At Marketo, we have a much larger team.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. Here’s just one example: Last year, we implemented an automated lead follow-up program on behalf of a small client.

How RightWave Solves the Marketing Automation Skill Shortage

Customer Experience Matrix

One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. For example, a recent Gleanster report found that 73% of top performers listed lack of skilled staff as one of the top challenges to success. It’s a little hard to review software that isn’t used by its buyers.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. B2B Content Marketing Social Media Marketo

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In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Full disclaimer: my firm, Spear Marketing Group , is a leading Marketo partner.).

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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 Examples of Innovative B2B Content Marketing

Social Media B2B

At Content Marketing World, my good friend Ann Handley , coauthor of Content Rules and Chief Content Officer of MarketingProfs , presented a number of innovative examples of content marketing. The following are some of the B2B examples she shared in her presentation. Any metrics or results came from Ann’s presentation or published information. Kinvey ebook.

4 Easy Steps to Building A Winning Sales Enablement Program With Marketing Automation

Modern B2B Marketing

Author: Rajiv Kapoor When implementing marketing automation one of the key, and often overlooked, strategies is sales enablement. So what is sales enablement and how does it pertain to marketing automation? Traditionally, sales enablement refers to educating sales on marketing activities, messaging, and content. In Marketing Automation Platform.

Marketing Automation—Three Success Tips from John D. Rockefeller

Modern B2B Marketing

Rockefeller were a marketer today, there is no doubt that he would be finding success using marketing automation for lead scoring, lead management, lead nurturing, and so much more.  In marketing, many of us spend too much time wildcatting for leads.  We blindly participate in trade shows that probably are not the best fit for us. If a young John D. The rest is history.

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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.

Tying Facebook Leads Directly to Revenue: A Marketo Example

Modern B2B Marketing

With our latest Facebook campaign, we are doing just that; tying leads generated by Facebook directly into our revenue pipeline via Marketo. We developed a custom Facebook application that generates a special offer and is powered by a Marketo form. Sticking with our Revenue Rockstar theme, we designed three limited edition “Marketing Rockstar” decals. So do we. Lead scoring.

MQL 16

How to Optimize Google AdWords with Offline Conversion Tracking and Marketo

Modern B2B Marketing

Author: Jon Miller Google AdWords is one of the most important marketing channels for almost every company, and the ability to measure and optimize for conversions is one of its most powerful capabilities. Marketo Integration. That’s why I am excited that Marketo is the first marketing automation vendor to announce integration with this new feature.

3 Ways to Use Lead Scoring Within Your Marketing Automation Programs

Customer Experience Matrix

I wrote last week about the difficulty of linking marketing leads to sales results. The practical use of lead scoring is to decide which leads to pass from marketing automation to sales, or, even more pragmatically, to predict which leads will be accepted by sales.* Many companies today have inserted a phone call between marketing automation and the sales department, screening every plausible lead before sending them to actual salespeople. There is, however, another use for lead scoring: assigning leads to stages as they move through the marketing funnel.**

What Lucille Ball Can Teach Us About Marketing Automation

Modern B2B Marketing

by Jon Miller Before the internet and social networks, buyers had limited ways to obtain the purchase information they needed, so the seller controlled the buying process. They could access the information they wanted on their own online, anywhere and at any time. For example, think about how you approach buying a car. Marketing Automation Modern B2B Marketing

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. Given this positioning, it’s no wonder that marketers often think they may not need anything else to run their modern marketing departments.

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5 Often Missed Opportunities for Marketing Automation

Modern B2B Marketing

by Maria Pergolino Recently, Marketo hosted over 1200 people at our annual user conference, bringing customers, employees, industry luminaries, and prospects from all over the world together. To me, the greatest part of the event was hearing about how others were utilizing Marketo’s platform, particularly everyone’s unique use cases for marketing automation.

Marketing automation starves without a Content Marketing strategy

Fearless Competitor

B2B Demand Generation | The Importance of Content Marketing. Marketing Automation without great content is a like a Ferrari sitting in the garage. If you’ve invested in Eloqua , Marketo , Silverpop , Pardot or the like, this post is for you. Find New Customers is a Gold partner for Silverpop and closely aligned with Eloqua and Marketo.). I’m the President of Find New Customers and I recently had the pleasure of interviewing Jim Burns, CEO of Avitage , in a podcast.  I asked Jim for an example of why great content is so important in B2B lead generation.

How to Reduce Unsubscribes Using Subscription Management

The Point

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. This can be a useful option if some individuals want to continue to receive your newsletter, for example, but not Webinar invitations. Time to give them that option.

Tear Down This Wall Between Ad Tech and Marketing Automation

Modern B2B Marketing

Yesterday, we announced a new strategic partnership between Marketo and Acxiom that will tear down the wall between ad tech and marketing automation.  We think this could be the beginning of a new chapter in marketing — a chapter which has a tectonic impact on how marketers initiate and build deep, enduring relationships with their customers. Broad reach.