Tag Archives: marketing automation

4 tips to help switch marketing automation systems – CIO

1. Involve key stakeholders in marketing automation decisions

One of the first things a company should do before deciding on a new marketing automation system is get all of the key business leaders into the same room and on the same page.

2. Properly prepare to migrate marketing data

It’s crucial for businesses to prepare to migrate data to the new marketing automation system if they want to experience painless transitions.

3. Set goals and corresponding metrics for the switch

Businesses should also proactively set goals and then develop key performance indicators to monitor progress toward those objectives.

4. Work with IT on marketing automation transition 

Marketing leaders should try to work closely with their organizations’ tech leaders, such as CIOs, because they can provide technological guidance throughout the evaluation and subsequent deployment of the system.

Source: www.cio.com

None of this should be a surprise.

 

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Marketing Automation Technology and What Marketers Need to Look For – Oracle

1. Campaign Management

Marketers look to marketing automation programs to run their campaigns. Welcome campaigns, nurture campaigns, event reminders. Everything you do is organized around these campaigns. Sometimes they are simple and follow a very linear course of action. But marketers are creative, and have been known to overthink things from time to time. 

2. Targeting and Segmentation 

Another key component of any marketing automation program is the ease with which you can target and segment your prospects and customers. You need to be able to capture activities and actions from your owned, earned, and paid channels to target the right people with the right message. Don’t waste your time and resources on people who—based on their actions—will never be customers.

3. Lead Management and Scoring 

According to a study by Ascend2, 70% of B2B marketers cite improving the quality of leads as the most important objective of a lead generation strategy. And the best way to determine that quality is through lead scoring. That’s why you bought—or are considering buying—marketing automation. So you can turn more MQLs into SALs. Every system has lead scoring, but how flexible are they? Most lead scoring models are based on elements of a prospect’s profile and their online activity—or their Digital Body Language—and responses to your campaigns. Some programs tie their lead scoring model to a single campaign.

Source: blogs.oracle.com

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7 New Ways to Use Your Marketing Automation Platform – Act-On Marketing Blog

“1. Influencer Relations + Press Release Attribution
2. Recruiting Top Talent
3. Brand Identity Management
4. Event Management
5. New Customer Onboarding
6. Customer Use Expansion + Retention
7. Upsell/Cross-Sell”

Source: blog.act-on.com

CT for details.

 

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3 Common Misconceptions About Marketing Automation – Pardot

1. MARKETING AUTOMATION IS JUST FOR MARKETERS.

2. MARKETING AUTOMATION IS JUST A FANCY NAME FOR EMAIL MARKETING.

3. MARKETING AUTOMATION REQUIRES A BIG MARKETING TEAM TO IMPLEMENT.

Source: www.pardot.com

You don’t need a team, in fact, it can be done by one person. However, it has to be done on an ongoing basis (no set and forget), and it relies on a stream of content.

 

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4 Reasons Why Marketing Automation Fails – Marketo

1. Not treating your target audience as individuals.

Personalize your content so your audience feels like they are having a conversation. 

2. User behavior is not being used to target the audience.

The fact is that a message sent based on customer actions gets more opens, clicks, and conversions because it is contextual.

3. Marketing efforts are not designed to meet key business objectives.

The biggest mistake marketers today make is not tracking key performance indicators back to corporate business objectives. 

4. Not being on the channel your buyer is on.

Engagement marketing is about more than being on as many channels as possible; it’s also about understanding how your buyers prefer to engage and using those channels to communicate with them. 

Source: blog.marketo.com

MIA: not working with clean data.

 

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Marketers Roll Out the Red Carpet for Marketing Automation [Infographic] – The Hub

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Source: www.thehubcomms.com

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How to Ensure Your Marketing Automation Efforts Fail – CMO Essentials

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Source: cmoessentials.com

Bazinga!

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