Why Are Marketing Automation Vendors Failing to Meet Their Customers’ Most Intense Need: Advanced Reporting?

InsightSquared

Marketing automation vendors are being cornered by a monster of their own creation. No doubt the marketing industry owes a debt of gratitude to the marketing automation industry.

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.

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.

InsightSquared

Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. I’ve worked with marketers and MarTech tools for most of my career.

Marketers Do a Bad Job Selecting Marketing Automation Systems

Customer Experience Matrix

I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. (To About half of buyers consider only one system , I’m told by various vendors. 66% of buyers base their selection process on meetings within marketing.

4 Things To Look For In A Marketing Automation Platform

Modern Marketing

I've spent a lot of time lately with CEOs, CMOs, and other marketing professionals. For the first time, marketers are being held accountable for revenue target s as their top most priority. Those of us in marketing are going to be held more and more responsible for measurable goals.

Crowdsourcing in marketing automation

Capstone Insights

In demand marketing, that Eye of Providence is the marketing automation platform. Why haven’t marketing automation vendors created insight from the wealth of data they have access to? Marketing Automation

An Open Technology Platform and Why It's Vital for a B2B CMO

Modern Marketing

Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. Key features of an open platform include: Open architecture for accessing best-of-breed marketing and sales applications.

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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. A Marketing Automation Timeline So let’s take a look at the marketing automation companies in play today (mostly US based in this case) and when they were founded. Marketing automation is still in its infancy.

Crowdsourcing in marketing automation

Capstone Insights

In demand marketing, that Eye of Providence is the marketing automation platform. Why haven’t marketing automation vendors created insight from the wealth of data they have access to? Marketing Automation

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. So we set off to uncover the most recent marketing stats. Marketing Automation.

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The CMO Technology Conundrum And How To Solve It

Modern Marketing

“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” CMO Corner Oracle Marketing Cloud

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8 Reasons Why Marketing Automation Fails

LEADership

B2B organizations ruthlessly trash tried and true marketing and lead generation methodology to make way for the new, shiny, sexy marketing automation. Automation is useful when it works to enhance proven processes and help organizations be more effective with digital marketing.

Fractional CMO: The Ultimate Guide to Hiring an Outsourced Marketing Executive

Pearl Digital Marketing

For example, fractional CMOs or outsourced marketing executives. These for-hire experts include fractional chief marketing officers (CMOs), chief financial officers (CFOs), vice-presidents for human resources, and chief information officers (CIOs). What is a fractional CMO?

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CMO Council: CMOs and CIOs Are Not Aligned

Customer Experience Matrix

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. This affects marketing automation vendors too, since they sell to both sides.

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The 7 Best Blogs On Marketing Automation

Hatchbuck

Ready for the one thing no one tells you about marketing automation? Setting it up is not exactly automated! You’re the lucky one who gets to put the brain-power behind amazing automated workflows that educate your audience, shorten your sales cycle, and ensure none of the opportunities you’re driving falls through the cracks. Here are the seven best marketing automation blogs on the internet. Chief Marketing Technologist Blog.

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. So we set off to uncover the most recent marketing stats. Marketing Automation.

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Marketing Automation Trends for 2010

LeadSloth

2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. I have asked many of the vendors, consultants and thought leaders to give their opinion. Marketing has none.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

You might think that Empathy Logic isn’t needed because a marketing automation system is supposed to build that integrated database. But B2B marketing automation products are largely limited to data they generate internally or import from CRM.

Customer experience via the contact center: Q&A with Calabrio CMO Rebecca Martin

ClickZ

Understandably, customer experience has been a top priority for many marketers — a huge shift in process that offers enormous business impact. But in all this hype, some marketers might be missing a less glamorous (though no less essential) piece of the CX puzzle: the contact center.

Are We Making Marketing Automation Harder Than Necessary?

Customer Experience Matrix

Summary: Is stressing the need for process change making marketing automation too complicated, or a recognition of what it really takes for success? There are vendors on both sides of the argument. I’m not sure that whoever speaks for “conventional wisdom” would agree that marketing automation solutions must be expensive and complex. On the other hand, the vendors with the greatest success to date have stressed the importance of process.

Why CMOs Aren’t Turning to Marketing Analytics Vendors for Marketing Analytics

InsightSquared

This scenario is beginning to play out in marketing. The big players — native reporting in marketing automation and cloud-based sales- and business intelligence (BI) vendors — have caused the ground beneath specialty marketing analytics vendors to shake.

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. So we set off to uncover the most recent marketing stats. Marketing Automation.

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How to Sell Marketing Automation to Your CXO

Marketing Action

You’ve reached that point: You need to take your marketing to the next level, beyond the email program that your company is outgrowing. You could go on and on about all of the things you could do – if you just had a great marketing automation platform. Sell the CMO.

Teradata Buys Aprimo for $525 Million: More Marketing Automation Consolidation To Come

Customer Experience Matrix

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems. Teradata announced today that is acquiring marketing automation vendor Aprimo for a very hefty $525 million – even more than the $480 million that IBM paid for somewhat larger Unica in August.

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Is 2014 the Year of Marketing Automation? For SMBs, Signs Point to Yes.

Marketing Action

So I posed this question (asking it three times to mitigate the fluke-factor): Will smaller companies increase their adoption of marketing automation this year? The results are published in a new report: Marketing Automation Software BuyerView 2014.

The 11th Question to Ask Before Buying a Marketing Automation Solution

ViewPoint

A good read I discovered recently is a post by Lauren Carlson, What Do You Wish You Had Asked Your MA Vendor? , on the Marketing Automation Software Guide blog. Before continuing, I want to mention that PointClear is a strong advocate of marketing automation solutions.

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Who is teaching the CMO how to sell?

ViewPoint

Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. A nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue. She is a pioneer in marketing automation—first as a beneficiary of the technology and now as an advocate and expert. Who is teaching the CMO how to sell?

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Did Morgan Stanley just kill the single-vendor marketing suite?

chiefmartech

A friend forwarded me a report, titled “Software Is Eating the CMO Suite,” that was shared by Morgan Stanley at the Ascendant Network event for digital marketers in New York earlier this month. 81% have a higher tolerance level for more vendors. Marketing Software

B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. I hugely enjoyed yesterday’s Boston session of the Silverpop -sponsored B2B Marketing University. People still don’t understand the difference between marketing automation vs. CRM. Vendors take note. Will Marketing automation and CRM remain separate?

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The CMO Technology Conundrum And How To Solve It

Modern Marketing

“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” Cross Channel Marketing

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Why Marketing Automation and Inbound Marketing are BFFs

Modern B2B Marketing

by Jon Miller Inbound marketing is: The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads. Where Inbound Marketing Falls Short.

David Raab and Atri Chatterjee Talk About Marketing Automation, Part I: What Do You Need in a Core System?

Marketing Action

Editor’s Note: David Raab has thirty years’ experience as a marketer, consultant, speaker, and analyst. Atri Chatterjee is Act-On’s Chief Marketing Officer. ATRI: There’s been so much information about new marketing techniques and technologies.

David Raab and Atri Chatterjee Talk About Marketing Automation, Part II: How to Acquire and Succeed with It

Marketing Action

Editor’s Note: This is Part II of an Act-On Conversation between David Raab , author of The Marketing Performance Measurement Toolkit and Atri Chatterjee, Act-On’s Chief Marketing Officer. And you know more about marketing than he does. Are total marketing budgets increasing?

3 Questions to ask around People, Process, and Technology

Modern Marketing

Are my vendor and partners true partners vested in our success? Does the technology vendor or identified partners deliver through services and support on the brand promise? CMO Corner Customer Experience Marketing AutomationWhen I was a younger one of my most favorite memories were centered on going for drives with my father; and yes gas prices back then weren’t what they are today.

THE HACKIES: A CMO’s guide to integrating marketing technologies

chiefmartech

Is your marketing team having challenges in seamlessly planning and executing campaigns with the tools they use? In supporting your company’s business objectives, you may realize that your existing martech stack doesn’t meet your current marketing needs due to one or more systems: Not having the required capabilities. Many martec vendors promote that they have built-in integrations to one or more systems. Manual versus automated integration.

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Marketing in the Age of the Connected Customer Experience - 3 Questions Marketers Must Answer

Modern Marketing

Every vendor claims to provide a data-driven marketing solution. What’s changed in the marketing landscape, and how can you stay competitive? Within the last decade, marketing has evolved to become one of the most data-driven professions anywhere.

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IDC Workbook: Optimizing Marketing and Sales Lead Management with Marketing Automation

Modern B2B Marketing

The marketing automation space is exploding. And whereas the rapid emergence of flexible, easy-to-use, e-marketing tools is good news for marketers, choosing the right solution for your business can be a daunting process. Download the workbook to learn about topics such as: Competitive challenges facing marketing today. Aligning sales and marketing with automation. Leveraging marketing automation for lead management, (e.g. “Is