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Best Practices

Marketing Automation

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Why Marketing Automation Makes Sense
To run effective demand generation and lead management processes, marketers must respond personally to each prospect in the buying process. But given the sheer volume of most marketing campaigns, you can’t possibly identify and respond to each sign of buyer interest manually. If you really want to target customers and prospects with the right messages at the right time, you’ll need a cross-channel marketing platform that customizes content and automates the timing of all your marketing communications.
Reaching a New Breed of Buyer
Over the past decade, the customer’s ability to self-educate has increased astronomically. Buyers can use websites and social media to learn their options and refine their preferences. By the time they engage a business, they've probably already made their buying decision, based on information from you, your competitors, and multiple third-party sites.

What does this mean for marketers? We need to work differently. In the past, marketers and marketing automation software focused on developing and sending batch-and-blast emails. Today, we need marketing automation software to orchestrate the precise information that buyers need as they move through the process.
Reading a prospective buyer's Digital Body Language can help us determine where they are in the buying process and what’s of most interest to them. Lead scoring enables us to visualize these observations so that we can determine whether the buyer is ready to buy or should be held back and nurtured with high-value web content until buying signals emerge.

Personalizing Content to Buyer Roles
As we seek to deliver the right message at the right time, we must also make sure our content marketing is highly personalized to each buyer's role in the organization. To truly segment our messaging, we’ll need to be able to trust the data in the marketing database. No matter where that data comes from, it will need to be cleansed and standardized continually. That’s where data management and data activation play a key role.
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.


Marketing Automation Simplified

Successful email marketing, demand generation, and lead management processes hinge on a modern strategy closely aligned to buyer needs and expectations across all phases of the buying process. Using a wide spectrum of digital channels, today’s buyers employ an extensive network of tools and resources to make the most informed purchase decisions. The Modern Marketing era is driven by the self-educated buyer who marketers must engage to achieve a relevant, targeted, and value-based customer experience.

How to Sell Marketing Automation to Executives

You need marketing automation. Make your pitch in language they will understand at C-level. Influence your CEO, CFO, and CIO by crafting a persuasive argument that’s relevant to their objectives and concerns. This guide shares insights from sales and marketing professionals who have already gotten executive buy-in. Learn about what keeps executives up at night, how they view the marketing department, and how marketing automation can address their concerns and win them over.

SiriusView: Marketing Automation Platforms 2015

Read what SiriusDecisions had to say about marketing automation platforms including these key takeaways: This SiriusView compares leading vendors within the b-to-b marketing automation platform (MAP) space. Although all MAPs offer similar functionality, differences are evident when MAPs are evaluated through various use case scenarios. An organization’s MAP choice should be based on its use cases for marketing automation. This SiriusView is designed as a starting point for organizations seeking a short list of potential MAP vendors.

Why You Need To Be A Modern Marketer: The Business Impact of Marketing Maturity in the Age of the Consumer

Forrester found most companies are in the process of evolving marketing practices, but on average they are only about halfway to the goal of becoming customer obsessed. This report looks at the US & Europe markets.
The study found that marketing maturity has an impact on the business, marketing practices remain immature, and only 11% scored well enough to be considered a Modern Marketer. See detailed results and insights in this white paper download.

Buyer's Guide: Evaluating Content Marketing Solutions

Many companies find content marketing to be challenging. They have ad-hoc processes and systems with limited capabilities that don’t work together. This results in wasted time and outcomes that fall far short of expectations. Realizing that they can’t be successful without outside help, many are turning to agencies or technology providers who can create a more holistic, efficient and effective process. You can use this guide to identify the capabilities that will strengthen your content marketing function.

Marketing Technology

Traditionally, marketing technology has been very task specific, designed to operate within a single functional silo such as email campaign management. But marketers know the value and significance of aligning marketing automation, social relationship management, content marketing, sales force automation (SFA), and customer relationship management (CRM) platforms in the cloud—a task accomplished through the implementation of marketing technologies.