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Marketing Automation

Best Practices
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Why Marketing Automation Still Makes Sense

To run effective demand gen and lead management programs, marketers must respond personally to each prospect in the buying process. But given the sheer volume of marketing campaigns, you can’t possibly identify and respond to each sign of buyer interest manually. To really 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 -- marketing automation.
 
Reaching a New Breed of Buyer
Buyers can use websites and social media to 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.

In the past, marketers and email software focused on 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. This 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 personalized to each buyer's role in the organization. To truly segment messaging, we need to trust the data in the marketing automation database. No matter where that data comes from, it will need to be cleansed continually. That's where data management plays a key role.
 
 
Marketing Automation Software Connects the Art and Science of Modern Marketing
Compelling offers, captivating visuals, clear positioning, and convincing copy are still challenging. Even though today’s new buying process requires elements of science in automating message delivery, 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 bulk outbound messages to 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 State of Marketing Automation

Join our Marketing Automation expert Alesha Godinho and Hunter Douglas’s National Marketing Manager, Jenny Brown as they share key strategies to drive increased marketing results using marketing technology.

This 30 minute webinar will cover:
 
  • 3 key strategies to optimise your Marketing Automation platform
  • How Hunter Douglas implemented their Marketing Automation platform

Marketing Automation Value Matrix 1H2017

In this inaugural Marketing Automation Value Matrix, Nucleus Research evaluates marketing automation solutions that most frequently make customers’ short lists, based on their current breadth and depth of functionality, degree of usability, and growth potential.
 
“Few vendors can compete with Oracle Marketing Cloud’s functionality and analytic capabilities, as well as the resources it devotes to product innovation. – Nucleus Research, March 2017
 
See why both Oracle Responsys and Oracle Eloqua are Leaders in Marketing Automation functionality and usability. Complete the form to download the report.
 

Nucleus Research, “Marketing Automation Value Matrix 1H2017,” by Moira Smalley, March 2017.

 

Growth Hacking for Higher Education

As competition in the Higher Education sector heats up, marketers are looking at innovative new ways to drive growth through student acquisition and retention.
 
Find out what Growth Hacking is, why it’s important and how to create a Growth Hacking culture within your institution.
 
During this webinar we will explain: 
•What Growth Hacking is, and why it’s more important now than ever before
•How to leverage Growth Hacking strategies to drive student acquisition, conversion and retention
•How to build a Growth Hacking culture, strategy and mindset
 

Marketing Automation Trends - What we can expect in 2017

Marketing Automation is now a mature marketing technique, but across businesses many of the available tools are not fully exploited. Learn how to improve your marketing across the customer lifecycle by successfully leveraging B2B and B2C marketing automation techniques. Through B2B and B2C business cases, you will learn: how to review their current marketing automation maturity, how to prioritise their future investments in the year ahead, how to map their current approach against different customer touchpoints to identify new techniques.
 

Bridging the Gap : How to Orchestrate and Personalize the Entire Customer Experience

This webinar will reveal how your organization can unify email and web orchestration with a strategy that will keep communications relevant and audiences engaged.
 

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.