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Marketing-as-a-Service (MaaS): What is it and Why do SMBs need it? - MarTech Advisor

Marketing-as-a-Service (MaaS): What is it and Why do SMBs need it? - MarTech Advisor | The MarTech Digest | Scoop.it
In the age “on-demand” everything, MaaS is perhaps the closest as it gets to “on-demand marketing”. The concept of MaaS involves creating a blueprint and framework for marketing campaigns and then deploying these unique elements as building blocks for individual campaigns. MaaS could turn out to be quite the game changer for smaller organizations by providing marketing resources and assets on demand, scalability, and deep skill sets in execution.
Is MaaS a turnkey marketing solution for SMBs? Sure, technology takes a lot of grunt work out of marketing, but it’s not a magic formula that will solve all your problems, at least not on its own. To extract optimal value from a tech solution, you need to think strategically about its application – where do you deploy it? How do you derive maximum value from it? How do you ensure adoption across all levels within your organization?
CYDigital's insight:

Frankly, this is really the ONLY smart way to execute on martech within the SMB environment. And it's less expensive.

 

MarTech is the New Black. Get fashionable. Contact marketingIO to see how. #MarTech #DigitalMarketing

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Is marketing-as-a-service the future of marketing? - VentureBeat

Is marketing-as-a-service the future of marketing? - VentureBeat | The MarTech Digest | Scoop.it

"Done right, MaaS will deliver the following capabilities and advantages:

 

  • Stronger company positioning, messaging, and competitive advantage
  • A powerful launch that generates powerful market interest (analysts, press, and customers)
  • A low burn rate
    Flexibility in hiring to respond to early market reaction
  • A “virtual marketing department” that knows your company, speaks with your voice, and is indistinguishable from full-time staff that can eat away your budget and limit flexibility.
  • The ability to then hire a CMO with strong product and market expertise and set them up for early success rather than likely failure."
CYDigital's insight:

I thought so...3 years ago. Now? Not so much.

 

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Will Marketing Be the Next Big AAS (As a Service) - V3B

Will Marketing Be the Next Big AAS (As a Service) - V3B | The MarTech Digest | Scoop.it
Whether it is a managed service like creating visual content, or writing white papers and e-books, or it becomes a cloud service that manages lists, distribution, data, and conversions, marketing is on a path to become a subscription service. With marketing-as-a-service, companies can benefit from practices that are more consistent and measurable over time. This could help companies generate greater ROI from marketing.

Between talent and tools, companies can subscribe to an end-to-end marketing solution that handles the top, middle, and bottom of the funnel, all while leveraging the cloud and the most appropriate human resource to create the next giant as-a-service model.

Technology definitely plays a key role in today’s organizations, but it’s not a magic bullet that can solve all your business problems, at least not on its own. To get the desired outcomes from a tech solution, you need to think strategically about where to place it, how to benefits most from it, and how to ensure adoption across all levels of your organization. For instance, a CRM can provide the best results only when you build the right strategy around it. So you see, we can’t leave everything to technology. People are not yet redundant…at least not for the foreseeable future!


marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital's insight:

Marketing-as-a-Service is coming, but we're not there yet. I was considering repositioning our company around MaaS, but it's just too soon.

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What are the benefits of Marketing-as-a-Service? - G2M Solutions

What are the benefits of Marketing-as-a-Service? - G2M Solutions | The MarTech Digest | Scoop.it

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. 

CYDigital's insight:

Testify! FLASH: History repeats itself.

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Smac's curator insight, August 31, 2015 2:17 AM

This is admirable information of Marketing as a service  G2M solutions. A firm named as acsg corp that provide SMAC solutions and resolves various pain points . For more visit: www.acsgcorporate.com/smac.html

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Marketing’s New Customer Nerve Center: Marketing Operations

Marketing’s New Customer Nerve Center: Marketing Operations | The MarTech Digest | Scoop.it
• Lead process change by organizing around the customer. Marketing ops often thinks of their “customer” as internal stakeholders. Yes, however, the fastest way to impact the top and bottom line is to discover, engage, create, serve and delight new and existing external customers.

Step back and look at your current marketing plan, processes, technology and resources — are they aligned with and focused on winning and making advocates out of your customers? If not, lead this effort by re-imagining and re-prioritizing the focus and resources.

• Drive decisions based on governed data. With customer and prospect data — a company’s most valuable asset and the lifeblood of today’s revenue-driven marketing mission — this means apply data governance to improve quality and moving beyond data management and reporting to analytics and insights.

While normalized data formats and developing dashboards aren’t exciting, they are essential to delivering higher-quality data so all marketers can gain insights, take action, and achieve better results.

• Shape the marketing technology infrastructure. Another growing area of responsibility for marketing ops lies in identifying tech providers and implementing the right systems.


MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital's insight:

Do you build it or do you outsource it? DIY or MaaS? There's a significant decision to be made.

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Marketing-as-a-Service: Hype or reality? - Fourth Source

Marketing-as-a-Service: Hype or reality? - Fourth Source | The MarTech Digest | Scoop.it
1)      Core vs. non-core skills:   Successful marketing leaders realise that marketing expertise are finite and not universally available inside most organisations.  There is a need to define what’s core to an organisation (in-house) vs those skills that are “non-core” and could be available for “hire, rent or buy.”

2)      Technology as the great equaliser:  New, increasingly cloud-based marketing tools are available, easy to use and often run by third parties. Think of cost efficient alternatives to traditional models, highly automated and increasingly operated outside of your firewall!

3)      “Buy vs. Own” your Marketing infrastructure:  With marketing teams being overworked and understaffed, bleeding-edge marketing leaders are creating scenario’s where they “assemble” marketing components on demand – fast, efficient and designed to deliver new customer experiences quickly and effectively!



Does this imply that all of marketing or the entire marketing function can or should be operated “as-a-Service?” No – far from it.  However, the operational backbone of effective marketing will increasingly move towards marketing-as-a-service.

The answer(s) to these questions do not necessarily have to be “building (all of) those capabilities in-house.”  Of course, every business is different, but leading-edge marketers will have to choose the “core” vs “non-core” nature of their respective marketing function(s).  However, make no mistake, marketers are looking into “CRM and marketing automation as-a service, content-as-a-service, data & analytics-as-a service, even community as-a-service” – TODAY!


iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

CYDigital's insight:

The world of IT in the late 80's into the 90's is repeating itself, this time within the realm of marketing technology management. There are so many benefits to MaaS that it makes the DIY approach plain silly.

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A beauty contest for marketing clouds, but buyers resist monogamy - Chief Marketing Technologist

A beauty contest for marketing clouds, but buyers resist monogamy - Chief Marketing Technologist | The MarTech Digest | Scoop.it

Forrester characterizes buyers as primarily seeking integration above all else. Good integration options make best-of-breed capabilities considerably more attractive.

The good news is that most of marketing cloud providers are galloping in this direction. Many of them have made huge strides forward in providing more open APIs and expanding their official ISV ecosystems. And from some of the R&D work that a few of these vendors have shared with me, I can confidently predict that the ease and power of these plug-and-play integrations will be pretty astounding over the next year.

That will permanently change the dynamics of this space. It won’t be about who has the best of everything built-in — simply an impossible quest in a world of such rampant innovation and change in marketing — but who has the best platform ecosystem upon which a marketer can craft an integrated stack that is ideally suited to their specific needs.


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CYDigital's insight:

More Pros and Cons. A B2B buyer really doesn't care about APIs: all they want is clean integration where all the data is accessible however it is desired. So whether it is a monolith, a best of breed or a MaaS, it conceptually doesn't matter.

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Thinking About Buying Marketing Software? Make Sure You Know Who Has Your Back. - Kapost Content Marketeer

Thinking About Buying Marketing Software? Make Sure You Know Who Has Your Back. - Kapost Content Marketeer | The MarTech Digest | Scoop.it

Digest...


You shouldn’t have to navigate the buying or implementation process alone. If you’ve identified a need, done your homework, and are ready to move forward with a purchase, one major question to ask yourself is, who will help you get your software up and running and ensure it is a success?

 

When it comes to implementing new software throughout your company, you need someone fluent in the product to guide your team and tailor processes to fit your company’s unique needs. This is where a product services team can come to the rescue.

 

Here are the four main qualities of the very best customer services teams out there:

>> They Focus on People, Process, and Needs

>> They Include You

>> They Foster Learning

>> They Provide Support

Once your tool is up and running the work doesn’t necessarily end there. As you use the tool more and as your process or organization evolves, you will have new ideas and changes to incorporate. Your services team should be there to help you adjust your process. While you’ll want to take ownership and leverage internal resources where you can, you also don’t want to be left completely on your own. A plan that includes ongoing technical support, consistent check-ins, and clear communication will help you get the most out of your purchase.

 

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CYDigital's insight:

This is exactly what we provide: the full support B2B marketers need post-selection. Don't hesitate to contact us should you have questions: info@ineomarketing.com.

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Full-Service Technology Vendors: Marketing Automation Support and More - Marketing Action Blog - Act-On

Full-Service Technology Vendors: Marketing Automation Support and More - Marketing Action Blog - Act-On | The MarTech Digest | Scoop.it

Excerpt...


Full-service solution providers offer a variety of services designed to help businesses run more efficiently. To distinguish themselves from one another, they often partner with specific brands that focus on a particular facet of the business process. There’s no end to the variety of services these types of vendors can represent, including:

-- >  Customer acquisition and customer relationship management (CRM)

-- >  Web design and development

-- >  Email marketing

-- >  Social media marketing

-- >  Mobile application development

 

Such solution providers offer marketing automation support, and often provide training and consultation for their service areas as well, so businesses can focus on their own industry rather than having to develop expertise in entirely new areas. The full-service provider can have many other distinguishing factors in addition to their choice of partners. Some serve niche markets like open source, and many choose to distinguish themselves through outside activities, like offering business advice to new clients or by targeting specific audiences, like VCs.

 

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CYDigital's insight:

Look for the experience in the specific MAP and CRM solutions.

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Brandon Gains's curator insight, August 19, 2014 1:52 PM

Check out the Referral SaaSquatch blog for more Product Marketing Content!

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Is it time for ‘marketing-as-a-service’ (MaaS)? - Econsultancy

Is it time for ‘marketing-as-a-service’ (MaaS)? - Econsultancy | The MarTech Digest | Scoop.it

Digest...


You should be aware of software-as-a-service (SaaS) and cloud-based software. Should we not be thinking of marketing-as-a-service (MaaS)? If we can create marketing components that we can assemble on demand, then we can deliver new marketing experiences quickly and effectively.

 

Where could MaaS go? Imagine if we could draw on data sources, query that data and build segments on the fly, pull out marketing building blocks to deliver personalised messaging and experiences that are tailored to specific devices, medium and context of use.

 

Many marketers see the future of marketing being about increased personalisation and marketing automation. If that’s the case, they are best powered by MaaS, so I would expect to see this thinking and approach, if not this label, becoming more prevalent.

 

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CYDigital's insight:

And hopefully marketing apps, pluggable into MAPs, solves the issue.

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Get Your Head into the Cloud - Cloud Adoption [Infographic] - B2B Infographics | #TheMarketingTechAlert

Get Your Head into the Cloud - Cloud Adoption [Infographic] - B2B Infographics | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Get Your Head into the Cloud - Cloud Adoption


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CYDigital's insight:

It's the projected usage within 18 months that's a stunner. As you move closer to marketing-as-a-service, the cloud is a requirement.

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RingCentral's curator insight, July 16, 2014 6:18 PM

#cloud #infographic

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E-commerce: B2B grows online traffic 25% through use of marketing cloud | #TheMarketingTechAlert

E-commerce: B2B grows online traffic 25% through use of marketing cloud | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


What the company needed was an integrated solution.

Thus, the team opted to switch from those fragmented technologies via various vendors to a marketing cloud with the capability of providing its nine regional markets with localized languages, product content and pricing information.

The system was also able to optimize portions of the website based on differences in user behaviors relative to geographic region.

The marketing cloud also allowed for the team to establish approval workflows that governed content publishing to ensure brand standards were met on each of the nine sites, accelerating the posting of new content.

 

Life Technologies' migration to a marketing cloud in efforts to localize and optimize its regional sites resulted a 25% increase in online traffic and a 6% increase in e-commerce orders for the biotechnology business.

 

Due to the cloud's analytics tool, the team can better track traffic and user activity on its site. According to Milne, now the company can clearly see from the top to the bottom of its funnel.

"The ability to integrate different tools … has provided us with an understanding of our conversion metrics and an understanding of how people are accessing and using our site that we've never ever had before," Milne said. "And that integration is a huge step forward."


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CYDigital's insight:

Thus the foundation for MaaS. The battle lines are drawn at the point of integration.

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Marketing as a Service (MaaS) - CRM Search | #TheMarketingTechAlert

Marketing as a Service (MaaS) - CRM Search | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


This nascent category, called Marketing as a Service (MaaS), is an extension of the marketing automation software provided by technology vendors like Eloqua, Aprimo, Neolane, Silverpop, Sitecore, Pardot and Unica. Like Eloqua, Aprimo and the rest, Marketing as a Service vendors help companies plan and manage marketing-intensive activities such landing page creation, campaigns design, nurture marketing, lead scoring, lead distribution and marketing analytics.

 

Marketing as a Service providers operate in the cloud, hosting the application, making sure it integrates well with whatever CRM system you’re using, and providing other systems integration or consulting services as needed.

 

It’s the system integration and visibility to the complete demand generation cycle that’s key.

 

So what kind of companies should consider a cloud-based marketing automation solution? Small and mid-sized companies are often more open to the idea, mostly because they often don’t have the human or technical resources to deal with heavy implementations, ongoing system administration and time consuming marketing programs. But don’t count out larger companies, which are often overwhelmed with the information systems they already have, don’t want to take on another one and already have a high propensity to adopt software as a service solutions where they make sense.

 

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CYDigital's insight:

And the outsourcing of marketing technology continues.

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