Posts tagged with Marketing Automation

marketing automation JFK

Marketing automation: the rocket science of B2B marketing

It’s the ultimate marketing weapon. No wonder we have a guilty conscience.

To past generations of marketers, marketing automation is the equivalent of a lunar landing. Imagine a JFK Jr. CMO speaking at a marketing convention ca. 2005:

"Within a decade, we shall be able to determine exactly who does what with our web-page, our on-site and off-site content and our email campaigns. We shall be able to track our prospects' activity, and bring them back safely to valuable content and propositions that suit their specific needs and experiences. Then measure our impact on the bottom line".

Well, we’re there. It’s called marketing automation.

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Marketing automation wants to play matchmaker for B2B and social

FUNNEL 2012Econsultancy has this month published the second edition of the Marketing Automation Buyer’s Guide, which contains an analysis of market trends, profiles of vendors and tips for marketers who want to invest in an automation platform.

Below, I've focused on one of the trends highlighted in the report: the integration of traditional prospect data with social data and the steps that marketing automation vendors have been taking in this area.

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How B2B digital marketers are using lead nurturing and automation

In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.

Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).

The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.

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Q&A: Nick Porter on marketing automation

Nick Porter is European Marketing and Sales Director at information management company Iron Mountain. 

He will be speaking at our Funnel B2B event on November 1, on the subject of marketing automation, and why marketing and sales need to work more closely together. 

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10 informative B2B marketing infographics

i've rounded up ten recent infographics on B2B marketing and related issues, including funnel optimisation, marketing automation, and B2B in social media.

Where possible, I've added the infographics to this post in a readable size, but for others you can click on the image to see a larger version... 

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Marketing Automation: the big sell...

While it is incredibly useful, Marketing Automation Software isn’t the sexiest of tech.

MA needs to be solid and dependable. It can align sales with marketing, it can help personalise content, but it isn’t likely to rank alongside the iPad in the wider consciousness anytime soon.

In short, it has an image problem. This may not seem like a huge concern, but it is contributing to a slow uptake by a hugely important market sector: SMEs

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Introduction to DDG and digital sales & marketing for SME/SMBs

This is an introductory article for small to medium businesses who are either behind the digital sales and marketing curve, or who are dabbling with digital tactics for either branding or lead generation purposes. 

The focus of this article is 'Digital Demand Generation' (DDG), a discipline that combines a custom combination of digital tactics for lead generation (traffic), and an implementation of a marketing automation tool to manage lead progression through the funnel towards a closed sale. 

This discipline is now emerging as Revenue Performance Management (RPM) and was originally termed Marketing Automation. Regardless of title, progressive organisations can make significant strides forward with DDG  by increasing their number of leads, number of sales qualified conversions and reduction of the sales cycle in terms of time and expense. 

Using digital marketing tactics, marketing automation tools and the latest best practices can result in a tremendous revenue growth opportunity for SMEs, but be sure to consider the suitability of DDG for your business.

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