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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.
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.