Are Agencies the Future of Marketing Automation?

The Point

I was intrigued to read a recent post by David Raab, a leading analyst in the marketing automation space, on his blog, “Customer Experience Matrix,” in which he writes about the role that agencies play in the sale and management of marketing automation systems ( bold emphasis mine): “It seems that just about every (marketing automation vendor) now touts special features to support marketing agencies that resell the system to their clients or operate the system on the clients’ behalf.

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The One Marketing Automation Guide You’ll Ever Need?

The Point

Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read with a critical eye. And, as we marketers like to say, there’s more: • A primer on marketing automation for those new to the space.


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Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. The talk had turned to the industry in general and I was ticking through my usual list of trends – external data, predictive modeling, sales enablement, advanced attribution, adtech and martech integration, local/partner marketing systems, all-in-one systems, content creation support, and of course customer data platforms.

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Why Marketing Automation Customers are Migrating Downstream

The Point

Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. In the broader market, however, our agency’s experience tells a different story.

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice.

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Why Marketing Automation Does Not Work


You cannot automate a process that does not exist. In a nutshell, marketing automation often comes to a grinding halt because of the lack of people and processes to support it. If you choose and implement your marketing automation before defining your processes and the roles of individuals, you cannot move forward. And, by the way, you may find you’ve invested in the wrong marketing automation solution.

The benefits of marketing automation aren’t automatic


Predictions that 2015 is the year of marketing automation seem to be spot on. The latest Benchmarking Report from B2B Marketing reveals that the vast majority of B2B marketers have either adopted an automation solution (43%) or plan to in the next 12 months (45%). Most adopted an automation system to achieve three goals: to better manage leads, to deliver more relevant content/messaging and to increase revenue.

Does your marketing automation use machine learning?


Marketing automation and machine learning. Every B2B company I know is pulling all the stops out in marketing automation. They are creating offers targeted to their key segments and they are using analytics to choose the winners and their roadmap for 2015 shows how they integrate MAT (that’s cool-talk for marketing automation) with their CRM system (that’s cool-talk for, uh, a CRM system). I’ve been in this game for a long time.

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. Mautic campaign builder The reason for the delay may be as simple as the generous funding available to marketing automation start-ups.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Here are some observations: - market positions are pretty stable. Probably the most interesting trend is integration of marketing automation with retargeting and display ad vendors, which has been announced in various forms by Marketo, Oracle, and Adobe. marketing automation martech VEST report

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MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. The second key feature makes it easy for sales people to use content created by the central marketing team by automatically inserting tags such as the salesperson’s name and contact information. distributed marketing local marketing marketing automation

5 Simple Steps to Ruin Marketing Automation


According to the SiriusDecisions B-to-B Marketing Automation Study from 2014, there are nearly 11 times more B2B organizations using marketing automation now than in 2011. It takes a lot more work and dedication to make your marketing automation flourish than it does to destroy it. If marketing and sales aren’t aligned, marketing automation will only make this more apparent to the buyer and will show little revenue as a result.

4 Marketing Automation Must-Haves For Beginners


When I think about starting my career in marketing automation, I think of the complete confusion of how everything should be setup. This wasn’t just for our marketing team — it included our CRM admins, the sales team, communications and so many other parties. Rome wasn’t built in a day and neither was a fully automated marketing engine. There are many important things to focus on when starting to use a marketing automation platform such as Marketo or Eloqua.

Your social media marketing automation solution


So, social media automation is key. Automate Even if You Have a Crack Team in India. So, unless your crack team is at least in India (GMT +9) — which is likely and pretty common — then you’re going to need some automation to hit those morning and Sunday hours. What’s more, the sharing and retweeting can be automated. I love them so I am going to keep on exploring this mostly powerful, sometimes dangerous automation tool.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. I’ve written about each of these individually in the past, but seeing them in the same place brought home the very crowded nature of this market. I actually found this concern a bit overwrought – there are other segments, most obviously B2B marketing automation itself, that support many dozens of similar vendors.

The Key Marketing Automation Players On Your Team


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? Without the correct staffing your marketing automation investment might as well be a car that sits in the garage, collecting dust.In With multiple years of experience, this user has every certification available from the marketing automation vendor. The Marketing User.

Enterprise B2B Marketers – How Did We Do In 2015?


of those with marketing automation state they are achieving their goals. In order to contrast and benchmark 2015 against 2014, we are launching our study once again and asking B2B Enterprise Companies to share their insights and thoughts on how they approach Demand Generation. Blog 2015 B2B Enterprise Demand Generation Survey benchmark Demand Generation investments Demand Generation Strategy Marketing ROI tactics

Marketing Automation: How It Improves Content and Native Advertising

Crimson Marketing

Content marketing and native advertising growth it set to outpace other marketing tactics over the next two years. “But first, marketers will have to deal with hurdles involving efficiency, measurement and targeting, which the rise of automated marketing technology (martech) could help resolve.” Distributing content at scale and creating quality content more quickly were also expected to be results of marketing automation.

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

But I think the topic is extraordinarily important, so here is a summary in sushi-sized bites: - the conventional flow-chart model of marketing campaigns can’t capture the complexity of today’s disjointed customer journeys. - This flow chart interface has been fundamentally unchanged ever since and remains the gold standard of marketing automation(3). Marketers filled out these sheets and handed them to programmers to execute.

7 Reasons CEOs Say Yes To Marketing Automation

Crimson Marketing

The marketing automation industry grew by 50% in revenue to reach $1.2 billion in 2014, and is “expected to grow another 50% in 2015 to $1.8 Only a mere decade ago, most companies were not implementing B2B marketing technology whatsoever. Since then, acquiring marketing automation has become a huge competitive differentiator. . Here are 7 reasons to help marketers understand why your CEO will say Yes to choosing marketing software: 1.

Setting Yourself Up for Marketing Automation Success


Marketing automation. It’s a marketer’s dream. But as much of a time saver as marketing automation is, the question is do you actually need it? Before you even implement the tool, its success within your organization and how easy it is to get it up and running will hinge on the drivers which led you to believe marketing automation is worth pursuing. Lead Scoring with marketing automation will make us more efficient.

5 Tips for Successful Marketing Automation Integration


In the last few years marketing automation has been a buzzword used more often when manufacturing companies are laying out their marketing plan for the next year, and years to come. Implementing a marketing automation platform may seem like a daunting task, and by no means is as easy as flipping a switch. But, once integrated into an overall digital marketing strategy, marketing automation will be a powerful revenue stream.

How to Have a Successful Marketing Automation Implementation


Now that you’ve selected your marketing automation platform (MAP), it is time to implement. Marketing automation is not a one size fits all approach and each implementation must be done to align with the current business systems and processes currently in place. Your marketing automation journey can be broken down into these four areas: Evaluation and selection, Demand Generation Strategy , Optimization, and Implementation of the system.

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. The media library supports images, files, articles, and videos (through Vimeo integration); the calendar provides full event management; surveys can change questions based on previous answers and include automated follow-up actions. Workflows can manage both marketing campaigns and internal projects.

3 Major Marketing Automation Misconceptions


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?” Technology like marketing automation play a big role in any Demand Generation Strategy, however, it’s important to remember technology enables a strategy, it doesn’t drive it.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. All six of the vendors new to this report sell primarily to small businesses, and most are “all-in-one” systems that combine marketing automation with integrated CRM. They join another six vendors from previous editions who also serve this market. Vendors have been knocking themselves out for the past five years trying to educate marketers to run their systems.

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How to Measure Email Success in 2015: A Call to ROI

The Point

No matter what your marketing resolutions this year – more content, better creative, etc. – Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. That likely means one of two options: • a marketing automation system like Eloqua , Marketo or Pardot that in turn integrates with a CRM database like Salesforce.

13 Lucky Takeaways from HubSpot’s 2015 State of Inbound Report

The Forward Observer

Are you struggling to keep up with the winning ways of modern marketing and sales? For the past seven years, marketing automation software company HubSpot has published findings from its annual survey on marketers' challenges, priorities, tactics and results in its "State of Inbound" report. The biggest change is that 2015’s report doesn’t cover the emergence of inbound marketing as it has in past years -- the principles are now well-entrenched.

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions


Major categories for me are content marketing, marketing automation, SEO, paid search, analytics, online display (programmatic and retargeting), mobile, conversion optimization, social media marketing, and social selling. So here are a few 2015 New Year resolutions for me, but some can pertain to you as well. Content Marketing. We do this for clients, but for NuSpark Marketing I am not consistent enough with my own blogging. Search Marketing.

Mobile + Marketing Automation Demystified


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. Generally, marketing automation refers to software designed for businesses that market on multiple channels (such as email , social media , websites, etc.)

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[Ebook] How Marketing Automation Empowers Small Teams


Author: Sesame Mish Let me ask you this: how big is your marketing team? The answer is to automate their processes. Enter, marketing automation! Marketing automation is a powerful software tool that automates and syncs various efforts (think campaign management, customer segmentation, and data analysis, to name a few). Marketing automation is an all-around winner. Marketing Automation b2b Consumer

The Secret to Marketing Automation Success


The post The Secret to Marketing Automation Success appeared first on Salesfusion. Marketing Automation

Five 2015 B2B Demand Generation and Content Marketing Resolutions


As we start 2015, the one thing that B2B marketers can be assured of is that our market and the approach our buyers take to purchase will continue to change and become all the more sophisticated. Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies.

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Top 10 Email Marketing Trends for 2015


The post Top 10 Email Marketing Trends for 2015 appeared first on Salesfusion. Marketing Automation

Marketing Automation & CRM Key Highlights


The post Marketing Automation & CRM Key Highlights appeared first on Salesfusion. Email Marketing Marketing Automation B2B Marketing

How Marketing Automation Changed My (Sales) Life


The post How Marketing Automation Changed My (Sales) Life appeared first on Salesfusion. Marketing Automation Sales and Marketing Sales Sales Pain Points

Marketing Automation 101 – Understanding the basics


According to David Raab only 10% of companies turning over $20-$500m and 5% of companies turning over $5-$20m have adopted marketing automation. This is quite surprising given all the benefits of using it including: Companies who use marketing automation convert 53% more leads to marketing qualified leads, and report revenue growth 3.1% higher than non-users – Aberdeen 2015. So why haven’t you adopted marketing automation?

[Video] What Every Marketer Should Know: What Is Marketing Automation?


Author: Sesame Mish What is marketing automation ? Marketing automation is software that helps companies take complete control of their marketing campaign efforts. With nearly 70% of businesses using (or currently implementing) a marketing automation platform, according to the Aberdeen Group’s State of Marketing Automation 2014: Processes that Produce , marketing automation has changed the way companies are approaching the vast marketing landscape.

Will Content Finally Become A Marketing Department? (And 16 More 2015 Predictions)

Marketing Insider Group

There were a lot of digital marketing changes in 2014. Companies got serious about content marketing, brands and publishers embraced native advertising , millennials were pushed into the spotlight , and big data made it possible for content creators to figure out exactly whom they were targeting. More than ever, marketers focused on providing valuable content to their consumers, and making it accessible on every platform, including mobile. Content Marketing

[Ebook] How to Sell Marketing Automation to Your C-Suite


Author: Dayna Rothman You want to implement marketing automation, but whose support within your organization do you need to get this done? The first step in crafting your business case for marketing automation is to determine who you need to approach and to truly understand what each of these executive cares about. To learn more about how to further develop your business case, download our new ebook Selling Marketing Automation to the C-Suite.