Success breeds success, or in our case, marketing automation breeds positive ROI breeds more budget. But this all needs to start sometime, and the time is now. Marketing Automation veterans know that the impact of a soundly constructed implementation has led to positive returns for their organizations, and with a proven track record, they can go back with more project requests that will drive more ROI. Why? Because there is proof! They’ve already shown themselves to be ROI worthy. There’s a business case for you to install marketing automation, and once completed, your marketing technology plans will grow.
Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
Featured Marketing Automation Article
Lead scoring models require follow up actions to succeed. Actions based on lead scores help Sales win more business.
Yes, lead scoring is piece of the overall lead management process. Don’t be turned off just because you hear ‘process’! Notice how I haven’t talked about how to score certain web pages or whether or not someone filled out a form completely to build a profile, or how much a score should depreciate or reset over time. The process defines the lead scoring model. Lead scoring brings efficiency into the process by giving priority and prescription for how leads can be treated.
One of the best tables/graphics I’ve seen with regards to lead scoring and the appropriate follow-up. You want to use this as a basis for your MA modeling as you start to audit processes for 2014.
As we move forward in our data-driven business world, the companies that can integrate all their teams, processes, and tools together will be much more efficient and see better results.
As we move forward in our data-driven business world, the companies that can integrate all their teams, processes, and tools together will be much more efficient and see better results. In the case of inbound marketing (especially content marketing), integrating your systems together into a closed loop tracking system is the key for showing ROI from your team’s efforts. With a closed loop tracking system you will be able to track an individual throughout her entire buying lifecycle, from her initial interaction with your brand to the point that she becomes a brand evangelist.
Now, I know this is not as simple as flipping on a light switch. For organizations that currently do not have a closed loop tracking system in place, it will require a great deal of time, money, and commitment to get a system in place to maintain it. But it will be essential in moving forward in our increasingly data-driven world.
Once you have a closed loop tracking system in place, it is actually very easy to show the impact your content has on driving leads and converting customers. At our agency we use HubSpot to manage our internal and client inbound marketing efforts. When connected with your CRM, HubSpot’s reporting tool will give you breakdowns on exactly which channels are producing visits, leads, and customers.
A simple response to the title of the article could be “Install marketing automation.” But the larger picture is this: MA provides you with many benefits, but especially a means by which to PROVE ROI. And if you can continually prove ROI, where do you think investment dollars will be allocated? You bet! Cross the damn chasm!
With so much invested in big data analytics, small business owners and marketers are on the right track when they decide to use a targeted and intentional approach to analyzing their data.
Why/When Are Customers Leaving Us?
While different stakeholders within your business or organization will usually have different answers to this perennially important and painful question, data can provide you with a non-partisan answer.
How Effective Is Our Social Marketing?
With companies investing so much time and money into social marketing, it’s crucial to know what works and what flops with your particular audience.
What Do Our Customers Actually Want?
Finding the commonality in what your customers like can be eye-opening and can prevent you from making big investments in products or services that no one is interested in…or from passing up on something you should have pounced on immediately.
Fascinating…I just scooped a similar article here and it was so similar that I had to check to ensure it was not the same author…and it isn’t. My insight stands: The bottom line is that Big Data provides you with an opportunity to study cause and effect, and uncover relationships not seen.
Click through on this article, as the author not only points out what, but the how!
Learn how you can develop an in-depth competitive analysis using Facebook & Twitter to generate ideas & inspiration.
The Initial Steps to researching your competitors
Once you’ve determined who your competitors are, it’s time to get a brief overview of their social media strategy. This can be done in three quick and easy steps.
Step 1: Where are your competitors “hanging out”?
Step 2: Should you be “hanging out” with them?
Step 3: How are your competitors presenting themselves?
Competitive Research on Twitter:
According to Top Rank Marketing, 50% of Twitter users are more likely to purchase from brands they follow. If that’s not reason enough to start getting your Twitter act together, I’m not sure what is! However, with the 140 character limitation and the “noise” that is often associated with Twitter, being successful on this channel can be very challenging. Competitive research is the secret weapon in your back pocket.
Step 1: Scope out their followers
Step 2: Do a Twitter search to find out what people are saying
Step 3: How engaging are they? Just like we did for Facebook, our final step is to scope out what your competitors are doing to promote engagement on Twitter. Because of how easy it is to communicate and interact on Twitter, your main focus should be on the exchange of conversation between your competitor and their followers.
There’s so much competitive information on social media that it’s almost an embarassment of riches. The issue, of course, is time. There are social monitoring tools available, and the approach above is simple to follow.
The increasing complexity and volume of customer interactions has accelerated the need for marketing organizations to update both internal and external processes. Not only do today’s marketers need to create omni-channel customer experiences; they also must implement tools to integrate data and processes, analyze information for key customer insights and be able to link their efforts directly to revenue growth.
Where should you begin?
That question is generating plenty of conversation in both our industry and in academia. Case in point: The University of Maryland’s Robert H. Smith School of Business’ Center for Complexity in Business (CCB) will be hosting a Roundtable in Washington, D.C. on August 1 to explore this very topic. Experts from both industry and academia will be focusing on the three key aspects you need to consider:
- Tracking. Define your customer experience as it is today. What data do you need to improve it? What’s your strategy for collecting and storing that data?
- Analysis. Digital marketing analytics will reveal the key customer insights locked in the data you gather. Then, you can use these insights to inform and guide your decisions going forward.
- Optimization. You’ll need to develop models and operationalize key insights and findings into scalable and ongoing marketing data analytics processes.
Ol’ Bud is the Commissioner of Major League Baseball, and the reference has to do with the statement he made recently that he does not and never will use email. Regarding the excerpt above: bear in mind that technology can drive process change (I see this all the time with instances of Salesforce and MA platforms), so if process change is needed in order to advance the discipline at your company, look to the technology.
Imagine harnessing information on the billions of searches performed in Google every year. It could drive your SEO and help you better understand your target audience’s behaviors and interests. The…
1. Punch up your keyword research
2. Website keyword checkup
3. Content idea discovery: The Google Trends tool can help you conduct your own mini brainstorming sessions. Go ahead, plug in some terms just for fun, or that are related to your business.
4. Content calendar creation facilitation: Creating a content calendar can sometimes be a drag. But using Google Trends to help you identify cyclical patterns can make the process a little less painful.
5. Video content production ideas: Video content is hot right now. Want proof? Just go and search “video ideas” in Google Trends.
6. Brand messaging and monitoring
7. Create quick and easy website content: The charts and graphs you create in Google Trends can easily be incorporated into your website, to share with your audience: Wherever you see the Embed button, you can grab that piece, customize the dimensions you want to display in, and generate the HTML code you need to post it on your site.
Brilliant! And right at your fingertips!
Loyalty and engagement platform Punchtab announced a rather interesting integration with ExactTarget which will provide marketer with the ability to reward email list recipients for opening, clicking, and forwarding emails and newsletters.
The Punchtab app for ExactTarget’s HubExchange enables marketers to understand and reward consumers for specific behaviors that lead to purchases both online and off and on any channel, and gain customer insights and leverage deeper consumer profiles to create more relevant content and offers.
I normally do not scoop product announcements or reviews, but this one caught my eye. Even if you don’t click through to review, just the notion alone to reward B2B activity (especially sharing and forwarding) opens up your thinking to new ideas.
Marketers are capturing the potential of video content and realizing it has a powerful impact on their bottom lines.
LinkedIn’s B2B Technology Marketing Community Group Owner Holger Schulze surveyed professionals and found that video is seen as the fifth most-effective content marketing type. Approximately 75 percent of B2B buyers see this format as effective, coming in behind customer testimonials, case studies, in-person events and online articles.
Brafton previously reported on a similar finding in the 2013 Content Survey Report from IMN, which found 18 percent of marketers see video as an effective format. B2Bs might generate more ROI from video marketing because their customers appreciate easily digestible clips that explain products and demonstrate services, but that’s not to discount B2Cs’ efforts to make money off their new visual campaigns.
If you needed further proof to justify a video line item in your 2014 budget.
The results may surprise you.
But as a first step that you can do on your own, we’ve developed an abbreviated self-assessment which you can take here. That will give you some sense of what your leadership skills may be and how they compare to others, right now.
It will take you about eight minutes, and you will promptly receive a feedback report, which will compare the way you’ve rated yourself with similar self-scores of 45,000 leaders in our global database. The survey will also measure your current level of engagement and satisfaction in your leadership role.
Obviously, a brief self-assessment is not as valid as a more-extensive
assessment that includes feedback from 10 or more of your colleagues, but it will help you understand which of the 16 leadership competencies we measure — such fundamentals as thinking strategically, displaying integrity, focusing on results, taking initiative, developing others, championing change, exhibiting expertise — are your likely strengths.
Take 8 minutes out of your life: worth it!
Discover 27 Proven Marketing Strategies to Double Your Traffic in Under 30 Days. This infographic and free report will blow your mind. All these methods work.
It’s not limited to only small marketing budgets!
A majority of US B2B marketers reported that their advertising budgets had remained the same or increased over the past year.
Ad budgets? Why?
When thinking about B2B content strategy, you should consider four main pillars: space, production, repurposing and promotion.
- Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
- If you like this scoop, PLEASE share by using the links below.
- iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us!