A Guide to Marketing Automation

Zoominfo

While marketing professionals understand marketing automation can streamline essential processes, many do not leverage these systems to their full advantage. Marketing automation is beneficial. What is Marketing Automation, And Why is it Important?

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.

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Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Why does marketing automation as a whole continue to suffer from gross underutilization?

Pirates, Train Wrecks, and Marketing Automation

Customer Experience Matrix

Summary: Selecting a marketing automation system is an adventure. My presentation, How to Avoid a Marketing Automation Train Wreck , was based largely on the Marketing Automation Vendor Selection Workbook I released last month (available for free on the RaabGuide Web site ). This made sense: deploying a marketing automation system is literally a quest, and one that can end in either triumph or the train wreck of my title.

Avoid these 10 Marketing Automation Rookie Mistakes

Oracle

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. They will have to try and convince stakeholders to budget for marketing automation. Some marketers will fail.

Marketing Automation Selection: Finding a Future-Safe Vendor

Customer Experience Matrix

Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor. Past innovations: a history of advanced thinking shows the vendor understands marketers’ needs and suggests they'll adapt well to the future. software evaluation marketing automation vendor selectio

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4 Signs You Should Call Your Marketing Automation Partner

Oracle

Whatever the reason, marketers often go it alone. There are those in the marketing automation space who have learned to recognize the following four signs that they should seek help. Call and ask the vendor if there is an offering for a dedicated expert resource you can regularly consult. You suspect the frustration has little to do with software quality or inadequate training, and more to do with your advanced use of the platform. Call the vendor.

Is Marketing Automation worth it for small businesses in 2021?

Net-Results

I stumbled upon this question over on Quora the other day: “Is marketing automation worth it for small businesses in 2020 or is it just hype from software companies and wastes more time and money? But at the end of the day, marketing is about one thing: ROI!

How to Assess Marketing Automation Vendor Services Before You Buy - Yet Another Workbook

Customer Experience Matrix

I wrote yesterday about our new workbook for marketing automation cost estimates. Today I’ll describe the other one: evaluating vendor services. In terms of what you need, vendors offer three types of services: deployment: help with setting up your system support: help in operating your system after it’s deployed account service: help in growing your business. Buyers must understand those needs to know what they want a vendor to provide.

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Seven Marketing Automation Myths to Ignore - Illustrated Edition

Customer Experience Matrix

I’ll be giving a speech in Milwaukee next week on marketing automation myths, and early in the preparation process had the idea of illustrating it with mythical creatures from the films of Ray Harryhausen, the stop-action animation genius whose best known images are probably the skeleton warriors in Jason and the Argonauts (1963). The introductory concept is Trouble in Paradise: marketing automation is growing quickly but users are dissatisfied. I’m sad.

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. Marketing automation vendors have adopted different strategies to deal with their problem, including making their systems easier to use, offering extensive training, and providing services to run the systems for their clients.

Marketing automation is not marketing strategy

Biznology

Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” Marketers sometimes see automation as a silver bullet. Marketing automation doesn’t identify your best target audiences. Train up your team. (Photo credit: Wikipedia).

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Questions To Ask When Evaluating Marketing Automation Tools

SmartBug Media

You’re on the hunt for a marketing automation tool? Marketing automation tools, such as Marketo , Eloqua , HubSpot , Pardot , and Act-O n, are all powerful support systems, but ultimately, choosing an automation tool comes down to what are the must-have elements for your business goals?

What Really Creates Marketing Automation Success: Data from Gleanster

Customer Experience Matrix

Research firm Gleanster released its free “Gleansight” report on marketing automation late last month. I was principal author for much of the document and drafted the survey questions, although I didn’t write the individual vendor profiles or administer the survey. (I’ll I’ll also share in the revenues, which come when vendors pay for the names of people who download the report.) These are all factors controlled by the marketing group.

What Is Marketing Automation? Definition, Types, Objectives, Best Practices With Examples

Martech Advisor

Marketing automation is defined as the process of using tools and technology to automate repetitive marketing tasks, track and measure campaign performance, improve productivity, and drive efficiency by minimizing manual actions.” What Is Marketing Automation?

6 Free Cross-Training Ideas for B2B Digital Marketers

KoMarketing Associates

This year one of KoMarketing’s priorities is the creation of more cross-training opportunities for team members. In learning new skills, members of the KoMarketing team ultimately become better digital marketers, better support client programs, and the organization. Cross training provides value for broader B2B marketing professionals as well. As a result, we know we will need to get creative in finding cross-training opportunities.

LeadLife Bundles Services with Marketing Automation

Customer Experience Matrix

LeadLife released a completely rebuild version of its marketing automation system last month. But LeadLife – like many other marketing automation vendors – found its clients tend to design campaigns as flow charts. Probably more important, LeadLife has also bundled marketing services with its software. For example, vendor staff will design the campaign flows for the client, further reducing the risk that the flow chart will cause confusion.

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? 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.

Key Findings from the 2021 ANNUITAS Enterprise Marketing Automation Platform Analysis

ANNUITAS

Marketing Automation Platforms (MAPs) are perhaps the most misunderstood component of the Demand Technology Stack. Is it simple to set up for an experienced team and intuitive enough for non-technical marketers to create and monitor programs and generate reports?

The Seven Sins of Marketeing Automation System Selection

Customer Experience Matrix

I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. The justification may be that everything will change anyway, or that every marketing department has similar needs, or that the users themselves don’t know what they need. This means you don’t identify what processes need to be changed and what training your users will need.

Marketing Automation at Scale: Defined

Capstone Insights

Marketing automation is a straightforward way to increase a company’s efficiency and effectiveness in demand generation. It also helps marketing become a more predictable and measurable revenue producing function. The same is true of marketing automation.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. Oracle ’s recent agreement to purchase Eloqua reinflamed that wound, since much of the commentary ignored Oracle’s extensive existing suite of consumer marketing systems.

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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. What if you're an enterprise marketer?

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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! On Monday I attended a Marketing Automation Monday event, put together by the Marketing Automation Association , a newly formed group of marketing professionals that discusses all things related to marketing automation and best practices.

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. In the absence of a strong marketing foundation and a 360° view of lead generation activities, your marketing automation “solution” will fail.

Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

The marketing automation user survey I mentioned last March has finally been published on the VentureBeat site (you can order it here ). The underlying logic runs along the lines that all major marketing automation systems have similar features, and certainly they share a core set that is more than adequate for most marketing organizations. demand generation survey marketing automation preparation marketing automation success factors venturebeat survey

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Marketing Automation 101

Marketo

Marketing automation technology can help. If you’re new to our blog, read on; if you’ve been around a while, consider checking out one of our more advanced posts such as The ROI of Marketing Automation. Marketing Automation Enables Modern Business Processes. Marketing has changed significantly over the past few years, and you have to do a lot more with less. Marketing automation helps you achieve success in 4 key ways: 1.

How to Have a Successful Marketing Automation Implementation

ANNUITAS

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.

Marketing Automation Trends and Strategies for Your Firm

Hinge Marketing

There’s a good amount of complexity to work through in understanding marketing automation (MA) for professional services firms— with countless products featuring a constantly-evolving array of capabilities and features. The Major Trends in Marketing Automation.

Dell To Resell Pardot Marketing Automation

Customer Experience Matrix

Dell announced today that it has added Pardot marketing automation to its list of Dell Cloud Business Software applications. Other products in the suite include Salesforce.com for sales automation and customer service, Adobe EchoSign for e-signatures, AppExtremes Conga Composer for proposal creation, Dell’s own Boomi for application integration, and a Dell-built analytics platform. The details of the deal are probably less important than its potential for market penetration.

Marketing Automation Interfaces Need Radical Surgery

Customer Experience Matrix

Several vendors have shown me their new campaign management interfaces recently. But they’re all still basically the same flow charts that Frank Gilbreth (of Cheaper by the Dozen fame) introduced in 1921 and I’ve been seeing in marketing systems for more than 20 years. Now, I’m not saying marketing automation vendors should find a new approach just because I’m bored with the old one. How could you design a marketing campaign with Angry Birds?

Three Ways to Dominate the Marketing Automation Industry

Customer Experience Matrix

I wrote last August that it’s still possible for new B2B marketing automation vendors to challenge the industry leaders. This was based on the observation that several of the smaller vendors have quickly reached the 1,000 client benchmark. But it didn’t answer the more interesting question of what it would take for a new vendor to really bypass the current leaders. Let's move onto the more important question: how could a vendor change the situation?

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.

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. An email marketing vendor found out that people searching for "newsletters" are less sophisticated than those who search for "email software" That's useful info to fine-tune your nurturing programs. Several people mentioned they were feeding product usage information to their Marketing Automation system to tailor the drip campaigns.

More Free Marketing Training

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking More Free Marketing Training Who doesn’t like free stuff? I sure do, especially when it comes to marketing. The link for the MarketingProfs Digital Marketing World online event is: [link] Meeting of the Minds Webcast Series Marketing NPV is one of those great little secrets of the web, because not many people know of them.

NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?

Customer Experience Matrix

New-ish marketing automation vendor NurtureHQ showed me its product recently. Clean interface, easy to use, all the standard marketing automation features. Definitely take a look if you’re in that market for that sort of product. NurtureHQ hopes to differentiate itself as “dead easy marketing automation”, which it arguably is. Before building its system, the company spent six months talking to current marketing automation users.

CallidusCloud Buys LeadFormix Marketing Automation for $9 Million Cash

Customer Experience Matrix

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. I suspect the actual LeadFormix revenue was considerably lower than $7 million, but, even so, the price may give pause to investors in other marketing automation firms who are hoping for a great payout.

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