Archive for Marketing Automation

Overcoming Marketing Challenges & Getting To The Marketer’s Money Metric

Digital Marketing ChallengesSoftware Advice, an online reviews firm, recently surveyed 125 marketers to find out what kind of results they get from their campaigns.

The survey found that almost 70% of campaigns are web-based. This is not surprising. The three most popular types of campaigns are social media ads, internet ads and email blasts.

What is somewhat surprising is that inbound marketing and drip marketing were the two least popular campaigns. This may be in part due to the fact that both of these are thought to be more of a series of ongoing efforts than an identifiable campaign such as “July Email Blast”. (more…)

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Data Driven Marketing: What B2B Digital Marketers Can Measure (With the Help of Salespeople)

Data Driven MarketingIn the days before digital marketing, it was difficult for marketers to correlate specific marketing efforts with specific revenue outcomes. Marketing was more of a “spray and pray” proposition than it is today.

In a data driven marketing world, there are a variety of tools available to marketers that can help them to understand the paths to revenue that are working best.

Ultimately, a data driven marketer should be able understand which of the flows through the marketing and sales funnel are resulting in the most revenue. (more…)

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Two More CRM Vendors Select Their Marketing Automation Dance Partners

CRM Marketing Automation Dance Partners

It’s not a big surprise to industry observers that most of the major CRM and marketing automation vendors would pair up at some point. With two recent partnership announcements, there remains only one noticeable holdout.

Infor CRM and Marketo

Last week, Infor (which owns what was formerly branded “SalesLogix”) announced a partnership with Marketo. This likely means an abrupt end to the informal partnership that Infor had with SalesFUSION. (more…)

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What Is Content Marketing, And Why Do I Need It?

Content Marketing is KingYou’ve probably heard these buzzwords a hundred times: outbound marketing, inbound marketing, and content marketing. What do they really mean, though? And how do they affect your brand, in particular?

Well, when we talk about these concepts, it’s important to look at them through a marketing lens. So, let’s start with the definitions of each. (more…)

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How to Prevent a Marketing Automation System From Becoming a $20k+ Per Year List Marketing System

Prevent an Expensive List Marketing SystemMarketing automation is a red-hot technology that holds great promise for many organizations.

But what Peter Dicken first wrote several decades ago in his book Global Shift continues to hold true today:

… technology in, and of, itself does not cause particular kinds of change. It is, essentially, an enabling or facilitating agent.

Yet marketing automation continues to be deployed at organizations at which there’s a general perception that this type of technology in and of itself will cause change and produce results. (more…)

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Marketing Automation Pricing: 10 Top Vendors

Marketing Automation PricingWith many industry vendors, marketing automation cost spans a wide range. Of course, the cost of the software is only one component.

First, there’s an upfront investment in developing a marketing automation strategy. Second, many, but not all vendors have an additional mandatory fee for what is variously called onboarding, Kickstart or implementation. Third, once a marketing automation system is in place, there are ongoing costs to execute on the strategy.

This post will focus on the top 10 vendors according to G2 Crowd’s G2 Score as of the date of this blog post. (more…)

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Marketing Automation Vendor Market Share

Marketing Automation Vendor Market ShareIs it possible to accurately measure marketing automation vendor market share using 100% publicly available information? Before I answer, let me provide a quick overview of tracking code.

All marketing automation vendors provide some form of tracking code. This code is added to a website, much the way Google Analytics tracking code is added to a website.

Tracking code is used to provide a variety of insights. A key insight is that marketers and salespeople can view detailed website activity for each converted visitor. A salesperson, for example, can base a conversation on what content a Lead viewed. (more…)

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Controlling The Marketing Technology Stack

Marketing Technology StackIt’s no longer enough for marketers to think only in terms of a marketing automation system — marketers should be thinking about an entire marketing technology stack.

In 2011, Mark Andreessen famously said, “software is eating the world”. If this is the case, software has been particularly hungry in the marketing technology world. (more…)

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Google Trends and Marketing Automation Vendors

Google Trends and Marketing Automation VendorsGoogle Trends allows anyone to run comparisons across different search terms, companies and number of other categories that Google has come up with. The results show relative interest over a specified period of time.

We queried for a trend that compared five of the leading marketing automation systems, at least according to G2Crowd — HubSpot, Marketo, [Salesforce] Pardot, [Oracle] Eloqua and Act-On.

We used single word brand names and “search term” — we didn’t mix “search term” and “Company” categories across brands. In addition, we filtered for the U.S. only. (more…)

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Is Your Company Ready for Marketing Automation?

Marketing Automation ReadinessMarketing automation continues to be the fastest growing CRM-related category, with a handful of prominent vendors leading the pack.

According to Uberflip, eleven times more B2B companies are using marketing automation today compared to 2011.

But are all these companies getting the ROI that they could be getting? (more…)

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