At the recent Neolane & Celerity co-hosted breakfast seminar Ashley Friedlein spelt out what agile marketing is and how it’s going to change us all.
In his introduction he said we’ll all be talking about 'real time', 'agile', 'on demand', 'automation', 'speeding up' and 'event triggered' in the months and years ahead.
What was clear from all the presentations at the event was that personalisation, real-time, agile marketing practices will become the norm.
According to Neolane’s recent survey, 19% of marketers are currently personalising their websites in real-time. But Neolane predicts that this figure will jump by 3X to 59% by the end of 2014.
Even the Google Now android app has forseen this as our future too. In its latest ad it claims we’ll be able to access information that is relevant to us right now.
Based on predictive algorithms it claims to be “one step ahead” – suggesting new routes to work if traffic is heavy and recommending places to eat where you are, even telling you the best things on the menu.
One of the B2B roundtables at this year’s Digital Cream London event focused on marketing automation, the findings of which have just been released in our free-to-access Marketing Automation Trends Briefing, sponsored by Oracle Eloqua.
According to Econsultancy calculations, major marketing automation vendors have secured more than $150 million in additional venture capital funding in the last few months.
Coupled with the consolidation spree we’ve witnessed lately, the market shows strong growth and potential, with some analysts predicting 50% industry revenue increase in 2013.
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.
Econsultancy 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.
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.
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.
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...
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
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.