Marketing automation is of growing interest to APAC marketers, but what hurdles do they face and how can they overcome them?
A fifth (21%) of APAC-based marketers reported earlier this year that they planned to increase their investment in marketing automation technology over the next 12 months.
To address this growing area of focus for the region’s marketers, Econsultancy teamed up with emarsys to produce the Marketing Automation in Asia Pacific Best Practice Guide.
Marketing automation has been one of the hot topics in digital this year and it’s likely to remain high on the agenda during 2014.
It’s an important tool for bringing order to the warring worlds of marketing and sales by improving lead scoring and nurturing.
Much has been said on this blog about the value of marketing automation technology, but I thought it would be useful to pull together some case studies to help quantify the impact it can have on sales and revenue.
If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.
But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.
David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.
The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"
This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.
So, what are David's seven tips for nurturing leads?
It's never too early to get your house in order for next year.
This morning at FUNNEL and the Festival of Marketing, I listened to Adam Sharp from clevertouch, marketing automation specialists.
Adam outlined how the marketing department is changing, and what you need to be thinking about to prove that the marketing team is the place where fundamental change can be driven within the organisation.
Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.
To find out how you can do that, read the next in this this two-part blog post series.
In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.
Marketing automation is a powerful tool for brands as it allows them to create a rich profile of their audience and use targeted marketing messages to help drive conversions.
In order for automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimise marketing messages.
Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.
This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.
So to find out more about how businesses can better understand marketing automation, I spoke to Oracle's EMEA marketing director Sylvia Jensen...
Those of an analytical/numeric persuasion in marketing can often be heard wittering on about 'RFM scores' and 'quintiles', and much of the time these ideas feel like something completely irrelevant to the “real world”…
…but a couple of weeks back I had a real OMG! moment, when I had a stark lesson in just why these ideas matter, and how powerful they can be.
Philip Gladman, Diageo’s white spirits director for Western Europe, once commented that because of digital marketing and consumer empowerment, marketers had to become multi-faceted like ‘Swiss army knives’.
What Gladman was describing is what I like to call marketing agility. It’s a topic that has garnered interest with most if not all marketers confronted with the fast-changing digital media landscape (Chris Lake recently covered the topic).
The world has changed very quickly in the past decade and marketers have struggled to keep up with the advances that digital marketing now provides.
Marketing automation has been heralded as the saviour of marketing departments and it really can help them to maximise the opportunities that the shift online has brought - but only if it’s done right.
To find out how you can do that, read on for part one of this two-part blog post.
And for more information on this topic, check out the Econsultancy Marketing Automation Trends Briefing 2013.
Ok, I can’t guarantee that all emails are opened, but triggered emails have been shown to dramatically increase open and click rate.
The creative has to be tested, and each business will have its own unique customer sensibilities. However, this list, provided by Responsys at its Interact 2013, is a great starting point from which to think about your own automated programmes.
I’ve added examples from around the Econsultancy blog.