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What CMOs Need to Know About Marketing Automation | Marketo

When it comes to marketing automation, there is a whole lot more to it than just setting up emails and social media posts to be sent out on a scheduled time. Automation is truly revolutionary and offers numerous benefits that every CMO needs to be aware of. Here are a few.
CYDigital/marteq.io's insight:

Today, the only way martech will work is if it is personalized and timed at the point of purchase consideration.

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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Why Your Marketing Automation Isn’t Working and How to Fix It | TippNews Daily

Why Your Marketing Automation Isn’t Working and How to Fix It | TippNews Daily | The MarTech Digest | Scoop.it
Marketing automation plays an important role in efficient inbound marketing campaigns. It does not, however, work if one’s inbound marketing efforts cannot consistently produce and generate qualified leads.

In order to exponentially multiply sales without exponentially multiplying work, you need to automate. Your marketing automation will only work if it’s done correctly. Bash Foo has transformed marketing automation from a strategy to an art by discovering and understanding the marketing automation needs of each business it serves.

Marketing automation is not a stand-alone fix for generating leads and increasing revenue. It’s a way to magnify what you’re already doing well. That’s how Bash Foo helps small businesses. They implement best practices and automate your campaigns to produce substantial growth.

Marketing automation requires effort and skill. When done correctly, it provides a huge return on investment.

When you’re aligning marketing content with customer needs, then marketing automation becomes a lot easier and a lot more effective.
CYDigital/marteq.io's insight:

Why Your Marketing Automation Isn’t Working and How to Fix It | TippNews Daily

 

Takeaways from the article are curated here.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Email Workflow Templates For Ridiculously Effective Marketing Campaigns | Sales Hacker

Email Workflow Templates For Ridiculously Effective Marketing Campaigns | Sales Hacker | The MarTech Digest | Scoop.it
The following stats, facts & best practices support the wisdom of integrating direct mail into email marketing campaigns for incredible outcomes.
CYDigital/marteq.io's insight:

Email Workflow Templates For Ridiculously Effective Marketing Campaigns | Sales Hacker

 

Suggested templates, and of course, test.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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4 Marketing Automation Trends to Watch in 2018 - CMSwire

4 Marketing Automation Trends to Watch in 2018 - CMSwire | The MarTech Digest | Scoop.it
1. Automated Social Media Outreach, e.g., SocialDrift 
2. Integrated Behavior-based Email Workflows, e.g., Ad Espresso and LeadsBridge
3. Predictive Lead Scoring, e.g., Infer 
4. Personalized Content Recommendations, e.g., Optimizley Personalization and Adobe Target 
CYDigital/marteq.io's insight:

4 Marketing Automation Trends to Watch in 2018 - CMSwire

 

Lead scoring is useless at a multi-product/service company. Wish this would change soon.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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The Most Easily Implemented Marketing Automation Software According to G2 Crowd Winter 2018 Rankings, Based on User Reviews - NB Herard

The Most Easily Implemented Marketing Automation Software According to G2 Crowd Winter 2018 Rankings, Based on User Reviews - NB Herard | The MarTech Digest | Scoop.it
G2 Crowd, the world’s leading business software review platform, today released the Winter 2018 Marketing Automation Software Implementation Index report to help businesses quickly identify the most easily implemented marketing automation products. ActiveCampaign received the highest overall implementation score with a 9.24 out of 10. The average score for the 48 products included in the report was an 8.00.
CYDigital/marteq.io's insight:

The Most Easily Implemented Marketing Automation Software According to G2 Crowd Winter 2018 Rankings, Based on User Reviews - NB Herard

 

Always compare to other crowdsourcing sites.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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What's Keeping SMBs Away from Marketing Automation Adoption? - eMarketer

What's Keeping SMBs Away from Marketing Automation Adoption? - eMarketer | The MarTech Digest | Scoop.it
When respondents who said they weren't using marketing automation were asked why not, a quarter cited a lack of familiarity with marketing automation software, while others just didn't know where to begin.

CYDigital/marteq.io's insight:

What's Keeping SMBs Away from Marketing Automation Adoption? - eMarketer

 

This aligns with what I've found....and I think the top two are low percentages.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Meet the Future of Marketing Automation - Convince and Convert

Meet the Future of Marketing Automation - Convince and Convert | The MarTech Digest | Scoop.it
In 2015, messaging applications overtook social media in total usage.  In addition to outbound engagement, best-in-class companies also use internal communication tools such as Slack, Trello, and Chatter to maintain consistency around key accounts and opportunities. Automating internal communications ensures holistic engagements and better outcomes in a 2.0 framework.

New middle-layer tools such as Zapier and Tray.io are the key to these extended internal or external engagements. Middle-layer tools don’t replace MAP. Rather, they extend the range of possibilities and open the door to a wider range of engagements in the future.


The term “demand generation” arose from the marketing automation tool platform. Now, there’s another marketing role taking shape as a result of the new level of data connectivity: the growth hacker.  AdRoll uses multiple tools to source individual and behavioral data. Multiple middle-layer applications run logic and automate the execution of experiences across a web of applications. It’s the power behind their modern revenue engine. This extended range of possibilities has increased their demo setups by 13 percent.
CYDigital/marteq.io's insight:

Meet the Future of Marketing Automation - Convince and Convert

 

There's much more that needs to be done, e.g., incorporating predictive, AI, encompassing CDP capabilities, tag management, dramatically improved reporting, and multiple scoring across multiple products.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Five Marketing Automation Myths And Why They Are Wrong - Forbes

Five Marketing Automation Myths And Why They Are Wrong - Forbes | The MarTech Digest | Scoop.it
Myth No. 1: Marketing automation is not a necessary addition to my marketing campaign.

Myth No. 2: Marketing automation is too complicated.

Myth No. 3: Marketing automation is too expensive and time-consuming.

Myth No. 4: My email marketing campaign works fine, so I shouldn’t change it.  

Myth No. 5: Marketing automation will one day become sentient and take over the world.
CYDigital/marteq.io's insight:

Five Marketing Automation Myths And Why They Are Wrong - Forbes

 

Obvious myths. And you can add: Marketing automation can be done completely in-house.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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3 Flavors Of Automation And How To Win - Forbes

3 Flavors Of Automation And How To Win - Forbes | The MarTech Digest | Scoop.it
Sales automation: Sales automation tools use predictive analytics and automated decisioning to recommend next best actions to sales teams at the right moment in time. Thanks to automation, sales teams can have a proactive response to a moment in the sales cycle that’s more likely to close a deal. No wonder 65% of companies are using sales automation tools for customer engagement, and 71% are planning to add to or invest in the technology in the next two years, according to a Pegasystems survey.

Marketing automation: Marketing automation tools proactively guide marketers with recommendations on the most relevant actions, offers and content to offer customers. By automating time-consuming manual tasks, such as lead assignment, segmentation and lead nurturing, marketing automation tools free leaders to focus on core competencies, such as building targeted campaigns.

Robotic automation: Robotic automation software automates mundane tasks and processes otherwise performed by humans. By automating these standard business processes, robotic automation technology eliminates time-consuming activities for busy support agents, and the speedy processing of these activities contributes to a more positive customer experience.
CYDigital/marteq.io's insight:

Far more examples of automation than this, but it's the 1st paragraph that's interesting.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Traditional Marketing Automation Is Shortchanging Its Customers - MediaPost

Traditional Marketing Automation Is Shortchanging Its Customers - MediaPost | The MarTech Digest | Scoop.it
However, this old model doesn’t effectively engage modern consumers. In fact, according to a survey from Oracle, about four out of five marketers report that their email open rates don’t exceed 20%. In addition, 79% of marketing leads never convert into sales, which is most likely due to a lack of effective lead nurturing.

These alarming statistics suggest that the traditional models of lead nurturing through email marketing automation campaigns are no longer enough to help move leads further down the marketing funnel. If marketers want to reach and nurture more leads, more effectively, they will need to think beyond the inbox. There is a need for deep media nurturing through other channels that can better reach and engage a company’s target audience. By using marketing automation more purposefully, marketers can improve their lead nurturing and help convert more leads into sales.
CYDigital/marteq.io's insight:

And thus the importance of retargeting. Amiright?

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Will Marketing Automation Replace Human Creativity? | CustomerThink

Will Marketing Automation Replace Human Creativity? | CustomerThink | The MarTech Digest | Scoop.it
We create approximately 2.5 quintillion (18 zeros) bytes of data every DAY, and we use less than 0.5% of this data. It is humanly impossible for us to analyse so much data on a regular basis, segment it, create campaigns, and hyper personalise the communication. A marketer’s ability to filter through the data and turn it into actions is limited. This is where marketing automation steps in, analyse all that data in seconds, saves time and improves productivity.

So, technology isn’t negating human involvement and isn’t replacing marketers. In fact, with the ability to sift through data, marketers are being empowered. Marketing is considered both, science as well as an art. Machines are evidently transcending in the science aspect of it. The art is left for the humans since there is no substitute for human creativity. It’s not about who will triumph in the end, but about finding the right balance.
CYDigital/marteq.io's insight:

Of course not. 

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Industry Insight: New Technologies Will Disrupt Marketing Automation - PC Mag

Industry Insight: New Technologies Will Disrupt Marketing Automation - PC Mag | The MarTech Digest | Scoop.it

PCMag: Where do you think AI and ML will take MA over the next five years? What new features and opportunities will they give marketers?

 

Michelle Huff of Act-On: ML will act as marketers' co-pilot in their decision making and campaign execution process. AI will influence when, what, and where to engage with buyers and customers, predetermined by ML that can consume, digest, and compute mounds of data and turn it into actionable triggers and marketing activities. Essentially being able to predict and tailor outreach down to the best message, at the perfect time, and across the ideal communication channel.

AI will build on the foundation MA provides—a centralized engine for tracking, scoring, measuring, connecting, and learning from interactions with prospects and customers—and, ultimately, will give its users a way to anticipate and adapt engagement to their buyers' behaviors and actions.

CYDigital/marteq.io's insight:

And this will all belong to the Sales and Marketing Ops group, reporting into Sales.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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5 Marketing Automation Trends to Watch Out For - Automation.com

5 Marketing Automation Trends to Watch Out For - Automation.com | The MarTech Digest | Scoop.it
1. Increased Adoption and Integration

As the potential benefits to marketing automation continue to grow, you can expect to see more and more companies not only embracing the technology, but using more of its features to get the most out of it. 

2. Smarter, More Realistic Chatbots

The programming language that goes into these bots becomes increasingly complex and nuanced every day, making them more lifelike and more useful. Soon, they could become the norm in customer service.

3. Automated Emails Will Become More Dynamic

With predictive analytics, you can create highly-personalized emails that are delivered at strategic times to take advantage of promising opportunities, all via marketing automation.

4. Data Collection

Using predictive analytics and marketing automation is only as potent as the data you provide—but soon, you likely won’t have to worry about that much. Data sets such as customer behavior, conversion rates, click-through rates, and other key performance indicators and data which can help fine-tune your automation can be collected by that very same automation system. 

5. Smarter Users

As more companies begin to adopt this technology and make use of it, there will be a rise in overall user knowledge and in staff who specialize in being automation experts. 
CYDigital/marteq.io's insight:

RE: #5...Nope. If marketers haven't grasped this by now, then it ain't going to happen. Move over and let marketing and sales operations handle it.

 

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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The State of B2B Marketing Automation in 2017 - MarketingProfs

The State of B2B Marketing Automation in 2017 - MarketingProfs | The MarTech Digest | Scoop.it
Most B2B marketers are already using or plan to use some form of marketing automation technology. See how and why marketers are using automation tech and the challenges they're facing.
CYDigital/marteq.io's insight:

A top-line summary of the recently released Econsultancy/Act-On study. It's an important study, although I'm not quite certain if the sample is sufficient.

 

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact marketingIO to see how. #MarTech #DigitalMarketing

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25 Killer Marketing Automation Stats (Pssst! They’re New Ones!) - Act-On Blog

25 Killer Marketing Automation Stats (Pssst! They’re New Ones!) - Act-On Blog | The MarTech Digest | Scoop.it
Only two in five survey respondents (41%) believe their organizations are using marketing automation to its fullest capacity.

The research shows that there are only three areas where more than half of those surveyed are using the basic functions of marketing automation: email (73%), web forms (63%), and landing pages (56%).

Fewer than three in ten users are implementing more advanced tactics such as automated creation of dynamic content and account-based marketing.

58% of Leaders are using lead nurturing vs only 35% of the non-leaders. Similarly, significantly fewer non-Leaders are using their systems’ lead scoring capabilities (37 percent, versus 48 percent for Leaders). It was seen that both these areas are very much on the radar, with 50 percent and 47 percent of companies, respectively, planning to use these tactics.
CYDigital/marteq.io's insight:

These are just a few of the 25. For the rest, please click through.

 

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing

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Marketing Automation Still a Work-in-Progress for Most B2B Firms - Act-On Blog

Marketing Automation Still a Work-in-Progress for Most B2B Firms - Act-On Blog | The MarTech Digest | Scoop.it
Completing this maturation is where the biggest opportunity lies, because doing so is what allows a marketing organization to transform itself from an expense to a revenue-generating center. Here’s why:

1. A properly implemented marketing automation system becomes the most important repository of customer data. If it doesn’t contain the data directly, it can integrate with other, important customer data sources. It logs the customer’s buying journey, recording all the touchpoints, and as such, this data is a massive source of potential energy.

2. Marketing automation systems have the tools to turn this customer data into kinetic energy, in a way that measurably impacts revenue.

The study report makes it clear that for many companies, the marketing automation toolbox is under-utilized, but in which areas? Companies that are leaders in the use of marketing automation are exploiting account-based marketing, doing sophisticated lead scoring and nurturing, integrating business intelligence and social data to get precise insights into individual customers. These insights are actionable, allowing sales and marketing team members to do things that accelerate sales, expand deal sizes, increase retention and loyalty, get referrals, or all of these outcomes.
CYDigital/marteq.io's insight:

Act-On's take on the Act-On study. CT for the link to the study.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Has Marketing Automation Started Making Sense? | Marketing | TechNewsWorld

Has Marketing Automation Started Making Sense? | Marketing | TechNewsWorld | The MarTech Digest | Scoop.it
Among the other key findings:

Only 27 percent of the respondents strongly agreed that marketing automation had resulted in increased contributions to the pipeline. Forty-nine percent somewhat disagreed, and 20 percent strongly disagreed.
Twenty-four percent of respondents strongly agreed that marketing automation was delivering ROI, while 55 percent somewhat agreed that it was, and 18 percent somewhat disagreed.
Twenty-four percent strongly agreed that they were more efficient because of marketing automation. Fifty-eight percent somewhat agreed, and 13 percent somewhat disagreed.
Thirty-seven percent agreed they were using marketing automation to its fullest capacity, while 38 percent say they somewhat agreed that they were, and 23 percent somewhat disagreed.
CYDigital/marteq.io's insight:

More from the Act-On report.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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4 Things We Can Learn From B2B Marketers Using Marketing Automation | Salesforce Pardot

4 Things We Can Learn From B2B Marketers Using Marketing Automation | Salesforce Pardot | The MarTech Digest | Scoop.it
1. IT’S A MARATHON NOT A SPRINT

2. THE RIGHT SKILLS ARE ESSENTIAL

3. COLLABORATION CAN HELP WITH GDPR COMPLIANCE

GDPR requires businesses to handle personal data in very specific ways and this means marketing and sales teams will need to start working together. Though it will lead to more work, GDPR compliance will actually help B2B marketers do a lot of the customer-centric things they’ve been planning to do anyway.

4. ABM WILL CHANGE THE WAY YOU MARKET.
CYDigital/marteq.io's insight:

I'll have more on GDPR tomorrow. If you don't have a process, don't even think about email marketing in the EU and UK.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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41% of marketing automation technology is in the domain of B2B, but B2C is on the move - The Drum

41% of marketing automation technology is in the domain of B2B, but B2C is on the move - The Drum | The MarTech Digest | Scoop.it
Although B2B marketers are increasingly reliant on marketing automation technology, consumer-oriented businesses increasingly see the need to adopt automation technology, despite the cost.

According to eMarketer, which cites recent data from agency Bold Digital and marketing tech firm SimilarTech, enterprise companies account for 41% of all brands using marketing automation worldwide in 2016 because business-to-consumer (B2C) sales cycles tend to be much shorter. However, B2C marketers are increasingly looking to automation, particularly in the internet and telecom space, which now accounts for almost ten per cent of those using automation.
CYDigital/marteq.io's insight:

SIGNIFICANT room for growth....only with industry solutions.

 

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The Major Flaw in Today’s Marketing Automation Solutions | G2 Crowd

The Major Flaw in Today’s Marketing Automation Solutions | G2 Crowd | The MarTech Digest | Scoop.it

"However, these are the questions I can’t answer with today’s tools:

  • Why did this person buy?
  • Who did they compare us to when it came to us vs. looking at competitors?
  • What features are important?
  • How will they define success with our product?

With all of those things, I can look at all the data available today and still have no idea.

The way that it’s built today, that type of stuff only gets there if a rep enters it into a field. “Here’s why this person decided to buy.” And in that case it’d be totally anecdotal, assuming they even bothered to do it.

CYDigital/marteq.io's insight:

Authored by the CEO of Drift, which sits on the Slack platform.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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5 Reasons Why Businesses Are Failing With Marketing Automation | Marketing Insider Group

FAIL #1: NOT INCLUDING THE RIGHT PEOPLE IN THE DECISION
FAIL #2: CHOOSING THE WRONG VENDOR
FAIL #3: NOT GETTING THE RIGHT SUPPORT OR SERVICE
FAIL #4: NOT GETTING EDUCATED
FAIL #5: YOU CAN’T GROW WITH THE PLATFORM
CYDigital/marteq.io's insight:

5 of many. #1 culprit: people. #2 culprit: data.

 

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The Promise of Marketing Automation Has Always Been AI - Hacker Noon

The Promise of Marketing Automation Has Always Been AI - Hacker Noon | The MarTech Digest | Scoop.it

"Use Cases for AI in Marketing Automation:
-Data Interpretation at Scale — AI has the ability to interpret data at scale in real-time, identify trends, and respond to those trends.
-Custom Content Curation and Delivery — AI has the ability to curate content based on perceived interests that are far beyond the ability of a content tagging and categorization strategy and deliver that content at just the right time.
-True Behavioral Analytics and Actions — With AI, we remove the guesswork and can make decisions based on even the most insignificant behaviors.
-Realtime Geographic and Sociographic Responses — With AI, we no longer miss opportunities that are outside of our ability to plan and forecast.
-Personalized Tone and Messaging — AI has the ability to bring a human tone into the email interactions with leads."

CYDigital/marteq.io's insight:

SFDC's Marketing Cloud is a natural first out of the gate.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Marketing Automation: Five Things You're Getting Wrong (And What To Do Instead) - Forbes

Marketing Automation: Five Things You're Getting Wrong (And What To Do Instead) - Forbes | The MarTech Digest | Scoop.it
1. You Focus Only On Email

2. You Forgo Personalization

3. You View Every Visitor As A Lead

4. You Don’t Measure Your Actions

5. You’re Too Aggressive
CYDigital/marteq.io's insight:

Tip of the iceberg. Look beneath the waterline and it's a mess.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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What are the most used Marketing Automation techniques? - Smart Insights

What are the most used Marketing Automation techniques? - Smart Insights | The MarTech Digest | Scoop.it
Chart of the Day: Don't forget your Lead Scoring We all know about Email Marketing Automation, but what is Lead Scoring? In the chart, we can see that Emai. Marketing topic(s):Marketing automation. Advice by Kim Greenop-Gadsby.
CYDigital/marteq.io's insight:

Lead Scoring? Here's why: it doesn't tell you anything about specific products!

 

Monetize your excess MarTech with RYZZ. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Why Social Media Is the Best Thing to Happen to Marketing Automation [Infographic] - MarketingProfs

Why Social Media Is the Best Thing to Happen to Marketing Automation [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Are you using your marketing automation platform to its fullest capabilities and potential? If you're not including data from social media channels, you're missing out on leads - and sales.
CYDigital/marteq.io's insight:

Monetize your excess MarTech with RYZZ. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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