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[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive

[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive | The MarTech Digest | Scoop.it
The survey was conducted in May 2017 by Liana Technologies.
CYDigital/marteq.io's insight:

Choice not offered: fear of failure.

 

Click/tap to view the original article.

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

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Top 8 Mistakes People Make with Marketing Automation | Marketing Insider Group

1. BEING INORGANIC
2. FLIPPING THE WRONG PERSONAL SWITCHES
3. FAILING TO PLAN
4. GETTING THE FOCUS WRONG
5. TICKING BOXES
6. IGNORING BUYER PROFILES
7. INEFFICIENT USE OF TOOLS AND PLATFORMS
8. FORGETTING ABOUT DATA GENERATION
CYDigital/marteq.io's insight:

Not entirely intuitive, so you'll need to click through for the details.

 

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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Why Your Marketing Automation ROI Is In The 'Lost And Found' - Forbes

Why Your Marketing Automation ROI Is In The 'Lost And Found' - Forbes | The MarTech Digest | Scoop.it
The majority of features, nine of them, are used by 33 percent or fewer companies:

A/B testing
Dynamic content
Social integration
APIs
Dynamic segmentation
Progressive profiling
Lead recycling
Account based marketing
Business intelligence integration
Even more surprising is that over 20 percent of companies have no plans to use the last seven features.   Not only does lack of adoption directly imped these marketers in achieving their business goals, it prevents them from capturing the data needed for a true 360 degree view of the customer. What is holding these companies back?  The study found for many companies it’s aligning “marketing automation activities across the business, and to demonstrate the impact these activities have”.  Having to prove in hard numbers the ROI and efficiency gains is a challenge that slows adoption.
CYDigital/marteq.io's insight:

And even more from the same study. 

 

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

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Study: Only 27% Of Marketing Automation Users Say It Impacts Contribution To Pipeline - Demand Gen Report

Study: Only 27% Of Marketing Automation Users Say It Impacts Contribution To Pipeline - Demand Gen Report | The MarTech Digest | Scoop.it

"The State of B2B Marketing Automation report reveals that just over half of B2B organizations (53%) are using marketing automation and 37% say they are planning to implement it. Additionally, only two out of five survey respondents (41%) believe their organizations are using automation to its full capacity.  In addition, more than half of respondents said they are only using three basic functions of marketing automation:
Email (73%);
Web forms (63%); and
Landing pages (56%).

Other key findings include:

  • 98% of B2B marketers agree that effective marketing automation is critical to long-term business success;
  • 58% “strongly agree” that marketing automation makes marketing team more efficient; and
  • 66% of respondents rank “high quality leads” as one of the top three reasons for implementing automation, while 49% say the same for “increased revenue.”"
CYDigital/marteq.io's insight:

More from that same study.

 

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

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Investment in Marketing Automation Drives B2B Marketing Performance, Act-On Study Shows

Investment in Marketing Automation Drives B2B Marketing Performance, Act-On Study Shows | The MarTech Digest | Scoop.it

"Act-On Software, the leading provider of adaptive marketing automation for fast-growing businesses, today shared findings from the State of B2B Marketing Automation study it commissioned Econsultancy to do that surveyed more than 350 B2B marketing professionals in North America and Europe. The study reveals a correlation between marketing automation investment and business performance. Leaders are 24 percent more likely than their peers to say they are currently using marketing automation, and almost two-thirds of these companies employ marketing automation technology, compared to 50 percent for the Mainstream.

While just over half of B2B organisations surveyed are using marketing automation, only 27 percent firmly believe that it has increased marketing’s contribution to pipeline. This could be because marketers are just only scratching the surface when it comes to using marketing automation. The research shows that there are only three areas where more than half of those surveyed are using marketing automation: email, web forms, and landing pages. These are the more basic functions within marketing automation, which can point to a potential misalignment between system, strategy, and skill-set."

CYDigital/marteq.io's insight:

Typical when technology outstrips human engineering.

 

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

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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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Are you focusing on the right Automation Triggers? - Smart Insights

Are you focusing on the right Automation Triggers? - Smart Insights | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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How much marketing automation capability do you really need? - Diginomica

How much marketing automation capability do you really need? - Diginomica | The MarTech Digest | Scoop.it
How are marketers using their marketing automation systems? Some answers:

  • 9% > informing about new offers/promotions
  • 7% > sharing information on the company
  • 5% > educating about products/related topics
  • 3% > consumer onboarding
Some specific MA tactics used:

  • 5% for email automation
  • 6% Basic profile-based targeting
  • 4% Personalization using dynamic content
  • 8% lead scoring
So why spend time and money implementing a big solution if you aren’t going to use it? Start smaller, or start with a solution that provides a specific subset of functionality that you can grab onto and build on. There are certainly many options to choose from as we see above.
CYDigital/marteq.io's insight:

You've committed to it, now get the most out of it. Call me.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Marketing automation and personalisation are key focus areas for email marketers in 2017 – new report | Econsultancy

Marketing automation and personalisation are key focus areas for email marketers in 2017 – new report | Econsultancy | The MarTech Digest | Scoop.it
Asked to identify the three most important features of an email service provider’s technology platform, two-thirds (66%) selected marketing automation capability. This has now overtaken user-friendly interface (60%) as the single most important attribute of an email service provider.

The research also found that the proportion of companies who say they can send emails based on individual activities and preferences throughout the funnel at scale has almost doubled, from 8% to 15%. Almost three-quarters (71%) of companies adopting personalisation to this degree report an ‘excellent’ or ‘good’ performance from their email campaigns, compared to only 35% for companies who say they ‘are not yet working towards this’.

Personalisation (30%) is the area of email marketing where most respondents say they need to focus on during 2017, ahead of automated campaigns (28%), which was the number one priority area last year.

Despite email’s continuing ability to deliver, companies are still under-investing in this channel. The gap between sales (22%, on average) and marketing budget (15%) does not appear to be closing, which suggests that marketers are still not taking advantage of email’s ability to drive revenues. Email peaked at 16% of marketing budget in 2014, and has not made much headway since then.
CYDigital/marteq.io's insight:

CT for the opportunity to purchase the report.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Are Advanced Marketing Automation Techniques Underutilized? - eMarketer

Are Advanced Marketing Automation Techniques Underutilized? - eMarketer | The MarTech Digest | Scoop.it
Almost two-thirds of email marketers worldwide use email automation, but more advanced automation techniques are not as popular, according to a January 2017 survey from email marketing software provider GetResponse.

When it comes to enhancing email with more advanced automation techniques, however, marketers are not as far along. Only a third of email marketers surveyed used automation for basic profile-based targeting, or targeting email content based on individual personas and behaviors. Even fewer—just over a quarter—used it for personalization through dynamic content, or content that changes depending on who opens an email and when it is opened.
CYDigital/marteq.io's insight:

Correlates with size of organization.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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How B2B Companies Are Using Marketing Automation - Profs

How B2B Companies Are Using Marketing Automation - Profs | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more. #MarTech #DigitalMarketing

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Marketing automation needs the right blueprint - The Media Online

Marketing automation needs the right blueprint - The Media Online | The MarTech Digest | Scoop.it
What do you need to do to make automation work for you?

You need to understand your sales pipeline. What are the biggest problems your clients deal with and how are you positioned to help solve them? What stage in the pipeline are your clients in? How long should they be in each stage? What is the probability of closing at that stage? What objections can you overcome before you speak to your ideal client? How many times should you be contacting them before they make a decision and without you being annoying?

If you don’t have all this information, you will have to test it out. You also need to be able to track each and every step of the way – this is where tools and systems come in, so you can see how effective you are and have it displayed on a dashboard for easy access.
CYDigital/marteq.io's insight:

Predictive Analytics is the next step in Marketing Automation. Contact us to see how. #MarTech #DigitalMarketing

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Marketers Lean on Automation Technology to Drive Leads - eMarketer

Marketers Lean on Automation Technology to Drive Leads - eMarketer | The MarTech Digest | Scoop.it
How are marketers using automation tools to improve lead generation? Many organizations say automation allows them to more efficiently identify, contact and nurture potential business prospects. In Autopilot’s study respondents said the most effective uses for automation included generating leads from acquired lists (40%), automating sales outreach emails (38%) and nurturing warm leads to be sales-ready (38%).
CYDigital/marteq.io's insight:

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

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Cost and complexity of all-in-one marketing suites a barrier to SMBs seeking automation - Dynamic Business

Cost and complexity of all-in-one marketing suites a barrier to SMBs seeking automation - Dynamic Business | The MarTech Digest | Scoop.it
There’s a huge disparity in the use of marketing automation software between large corporations (60%) and small to medium businesses (10%)*. According to Kraig Swensrud, CMO of email marketing start-up Campaign Monitor, the cost and complexity of all-in-one marketing suites, designed for the ‘big end of town’, have typically been barriers to SMBs seeking greater marketing efficiencies.

“The reason SMBs lag behind large corporations when it comes to marketing automation is simple: cost and people resources,” Swensrud said.

“The all-in-one marketing suites delivered by major vendors are usually big, bulky and expensive. These vendors don’t offer scaled-down solutions to smaller, growing businesses. They target Fortune 500 and larger corporations with deeper wallets and the manpower to implement the software, i.e. those that can afford to hire consultants and integrators to make the software provided suit them.
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. 

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These 6 Marketing Automation Statistics Show Where Marketers Really Are - Oracle

These 6 Marketing Automation Statistics Show Where Marketers Really Are - Oracle | The MarTech Digest | Scoop.it
1. 42% of B2B marketers plan to test or deploy marketing automation this year (DemandGen Report)

2. 59% of companies do not fully use the technology they have available (Ascend2)

3. 80% of marketing automation users saw an increase in leads (VentureBeat)

4. 12% of marketing automation users saw an increase of leads by 50% or more (VentureBeat)

5. 10% of marketers feel they are able to fully execute mature marketing automation strategies (Forrester)

6. 80% of B2B marketers consider it a core requirement of their jobs to understand and use marketing technology (Forrester)
CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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5 Top Ways Marketing Automation Is Making Your Brand Look Bad - Inc.

5 Top Ways Marketing Automation Is Making Your Brand Look Bad - Inc. | The MarTech Digest | Scoop.it
1. Automated Content Curation May Discourage You From Researching
2. Algorithmic Content Creation May Stop You From Thinking
3. Automated Customer Interactions May Embarrass Your Brand
4. Scheduled Content Publishing May Make You Look Outdated
5. Personalized Emails Make You Look Unemotional
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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5 New Ways to Use Your Marketing Automation Platform - GroundReport

5 New Ways to Use Your Marketing Automation Platform - GroundReport | The MarTech Digest | Scoop.it
Apart from the generating leads, there are some other ways the marketing automation platform can be brought into use. A few of them are:

One-on-One Relationship

Hire New Talent

Promote Subscriber Engagement

Monitor Customer Complaints from Social Media

Manage your Content
CYDigital/marteq.io's insight:

Think outside the box.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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5 Ways Marketing Automation Builds True Customer Loyalty - Marketing Insider Group

5 Ways Marketing Automation Builds True Customer Loyalty - Marketing Insider Group | The MarTech Digest | Scoop.it
Here are the top five ways you can use marketing automation tools to strengthen your relationships with existing customers and build true customer loyalty:

  1. Measure Loyalty: Marketing Automation is an easy way to setup regular touch points to measure true customer loyalty. You can segment customers and create separate nurture streams to ask your customers how they feel about the relationship with your company.
  2. Build Brand Advocates: Use Marketing Automation to determine which customers are likely advocating for you and create special programs and incentives for these valuable lead sources.
  3. Personalizes Experiences: Marketing Automation allows you to identify the right content that should be delivered to each customer at the right time. 
  4. Keep Scoring Leads After Purchase: Lead scoring AFTER purchase is a great way to utilize the power of marketing automation to determine which customers are engaging with your content and who might be ready for a cross-sell, up-sell, or even a re-sell.
  5. Create End-to-End Customer experiences: Using the data from marketing automation you can identify the pain points, content, messaging and approaches that attracted your customers, the ones who converted, in the first place. 
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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5 Essential Marketing Automation Features for Better Sales - AgileCRM

5 Essential Marketing Automation Features for Better Sales - AgileCRM | The MarTech Digest | Scoop.it
1. Contact Insights
2. Triggered Emails
3. Lead Scoring

4. Lead Response Time
These alerts help reduce the response time and ensure that sales reps follow-up within five minutes, which in turn increases the lead qualifying success rate.

5. Sales Alert
Sending real-time alerts to sales reps streamlines the process between the marketing and sales teams. Imagine if a sales rep just closed an opportunity with a lead, and this lead went to the pricing page again. Here, the sales rep can get an alert about the lead’s behavior and the rep can make another call to convert this opportunity to a deal and close it.
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Go All In on Templated Designs - Marketo

Go All In on Templated Designs - Marketo | The MarTech Digest | Scoop.it
Another key factor in being an efficient marketer involves building the right templates, especially for email and landing pages. Customization is important, but if you’re always building from scratch for each new campaign, you’re wasting valuable time. You can still create a tailored piece to different groups on your list with the proper templates.

A complete marketing automation platform will have email templates that you can customize and easily visualize how the end product will look in real time. Once you’ve uploaded your content and written your all-important subject line (or several, to test which is most effective), you can then use if-then formulas to segment your email as wide or as nuanced as you want.

Once you’ve established your guidelines for email, the program takes over. You can even take advantage of its advanced A/B testing features to see how well your message is performing. That’s the beauty of knowing what you’re doing ahead of time—the system is designed to do the heavy lifting. Just make sure it’s lifting the right target audience.
CYDigital/marteq.io's insight:

No doubt. From 60K ft: from templatization to personalization.

 

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

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Customer Experience Matrix: Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly

Customer Experience Matrix: Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly | The MarTech Digest | Scoop.it

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

CYDigital/marteq.io's insight:

If I was running a MarTech company, I'd do everything I could to ensure that satisfaction was off the charts.

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