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From marketing automation basics to advanced lead scoring, we've got you covered.

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Marketing Automation Connects the Art and Science of Modern Marketing
Marketing remains as much of an art as it ever was. Compelling offers, captivating visuals, clear positioning, and convincing copy are still challenging to create. Even though today’s new buying process requires elements of science in automating how marketing messages will be delivered, building an understanding of market segments, buyer journeys, and what moves a buyer still differentiates the best marketers from the merely good ones.

As we shift from sending bulk outbound messages to focusing on understanding and facilitating each prospect’s buying process, we need new technical capabilities. Marketing automation can guide the conversations, timing, and personalization we need to make the shift.
 

The Evolution of B2B Marketing
 
Before the rise of the internet and social media, the B2B marketer’s job was much simpler. In fact, marketing was often charged with merely providing branding and sales collateral, PR, advertising, and trade events. For the most part, the sales team found and developed their own marketing leads – through connections, on the golf course, or by cold calling into target accounts. For high-ticket items, a well-compensated local salesperson would spend months educating the buyer and developing the case for the purchase. They understood that they had to develop a relationship of trust with the sales lead and provide the right information at the right time within the buying process.
 

The consumer is in charge of—well pretty much everything

Words such as “relevance” and “relationship” have taken on a whole new meaning when it comes to B2C marketing. Consumers today want only marketing messages that are relevant to them; plain and simple. They know full well that you as a B2C marketer have information or in marketing parlance, data, on them.

They expect and quite frankly demand that you speak to them, not at them; that you use what you know about them to deliver a highly personalized shopping experience across every channel possible. 
 

Engaging customers across every digital channel and device
 
Cross-channel marketing or multi-channel marketing or omni-channel marketing or whatever term you prefer is all about engaging with your customer or prospect across every digital channel and any device.
 
From the inbox to social networks to the web, and across laptops, tablets, and smartphones, today’s consumer moves seamlessly and fully expects you to be there with them, providing a true integrated experience.
 
And just how exactly does a marketer provide such an experience? By tracking of course. Tracking and monitoring the actions, movements, data of your customers and prospects.
 

Unify marketing data in a Data Management Platform (DMP)
 
Data-driven marketing is not a new concept. But using data management platforms (DMPs), marketers are using big data to inform their marketing activity. A DMP is quickly shifting from a “nice to have” solution to a “must have” solution. Data has quickly become a core strategy and will drive marketing efforts for many years to come. 
 
Marketers and agencies are always working to better understand their customers. They are constantly asking questions like: Who are our customers? What attributes define them? Which products are they in market to buy? What might they buy next? How can we reach more of them?
 

Execute a marketing strategy that creates ideal customers and drives revenue
 
Marketing leadership is under pressure like never before to deliver measurable and attributable results. When the CMO reports to the C-suite, numbers must lead the conversations to ROI and revenue rather than just creative pitches or brand studies. Digital marketing provides the data. Marketing automation and campaign analytics deliver the marketing ROI reports.
 
Modern CMOs at leading brands don’t have to choose. They balance the priorities of fostering customer love in the marketplace with generating revenue to satisfy stakeholders and investors. They are leading the way to Modern Marketing by coordinating the right combination of people, processes, and technology. That’s how CMOs unify marketing resources and empower teams to deliver personalized customer experiences and create ideal customers across every digital channel while driving revenue performance, marketing effectiveness, and marketing ROI.
 


 
 
 

 
 

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Automating Programs - How to Crawl, Walk, Run

Posted by Tracy Milligan-Oracle in Oracle Marketing Cloud Success Program on Mar 10, 2016 3:15:04 PM
 
What is the first thing that comes to mind when you hear the term Marketing Automation?  For many companies it usually conjures up thoughts of email marketing, but the benefits and applications of marketing automation go far beyond email.
  • Enabling relevant and timely communications based on the individual needs of the buyer
  • Prioritizing engaged leads for sales and passing those leads automatically to CRM
  • Cleansing and standardizing contact data
  • Capturing inbound leads from all channels for further targeting
  • Develop landing pages and forms for multichannel marketing
  • Deeper insights into customer preferences and engagement
B2B and B2C companies purchase marketing automation platforms with specific use cases in mind, but over time savvy marketers will find very creative uses for marketing automation...