What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Tag Archives: marketing automation
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.
None of this should be a surprise.
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.
“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
CT for details.
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.
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.
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.
MIA: not working with clean data.