Tagged 'marketing automation'

When To Put The Brakes On Marketing Automation

Posted by Mark Edwards on February 4th, 2014 at 10:07 am

Those who know me and have worked with me know that I'm a fan of usingmarketing automation to schedule some messaging.  Not all messages, but some, especially on Twitter and text messages.  But I'm also a big fan of thinking about the audience and what the message will mean to them.  I ran across a case in point this morning and wanted to share it.  I'm not picking on the business that I'll talk about, I really love them, but this incident shows that they probably scheduled a text message and didn't account for how their database would be affected by it.
I'm in St. Louis, as is this business.  We're having snow today, many schools are closed, and the ones that aren't will most likely be sending students home early because the heaviest of the snow will be coming starting around noon.  TheMissouri Department Of Transportation has issued a "stay off the roads" alert so they can get to the snow and keep people safe.  So it's fair to say this isn't the day to be going out unless you really have to.
Even with all that happening, I got this text message at 8:40 this morning.

I've got to believe this was... Read more

4 Words Every Digital Marketer Should Use

Posted by Glenn Pingul on January 31st, 2014 at 11:51 am

January is the month of predictions and trends – with everyone proclaiming what the new year will have in store. Forbes says 2014 is the year “Big Data goes mainstream.” Wired claims 2014 is “the year of actionable data.” And a lot of folks are predicting this is the year marketers adopt a “mobile-first” mentality.

I’m on board with all of these predictions – but also know that more data, smarter technologies and a heightened interest in mobile come with an expectation of delivering a new kind of digital experience – one that is valuable for both the consumer and the marketer.

And according to Forrester, “A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”

So as savvy marketers focus their sights on new tools, techniques and processes to help them deliver an impactful digital experience, here are a few key words that should be top of mind in every conversation, every investment, and every decision:

1. Insights
The ‘bigger is better’ mentality around data is shifting.  Through a variety of experiments and launched initiatives, marketers have learned that success... Read more

7 Big Questions for B2B Marketers in 2013

Posted by Tony Zambito on May 21st, 2013 at 9:51 am

The more change occurring  the more questions arise.  This year is no exception.  B2B Marketers are experiencing ongoing as well as new challenges as we start to hit stride in 2013.   What are the big future questions for B2B Marketers?  Let's look at a few:
How do we generate more leads and keep them?
Survey after survey indicate B2B marketers have this issue top of mind.  Creating demand and filling up a pipeline is loaded with pressure packed environments.  In my qualitative buyer research work, I see shifts in behavior on the part of buyers.  There are unique sets of goals and behaviors emerging in the area of nurturing.  Calling into question how leads should be defined and segmented.  Lead research and unique lead persona development will emerge to help B2B marketers address this most important question.
How do we use marketing automation effectively?
Marketing automation has crawled out of infancy stage and is being more widely adopted.  Many organizations have been in the "let's just get started" phase.  Experiencing the pain of implementation.  The next level question is how to make marketing automation more effective to get better results.
How do we operationalize content marketing?
Content marketing has certainly arisen as one of the core capabilities B2B marketing... Read more

The End of Intuition? A Discussion with David Edelman

Posted by Penry Price on May 14th, 2013 at 5:08 am

Marketers need intuition more than ever before. The masses of data that they can analyze, and the tools available, can certainly find interesting patterns on their own, but that is just one ingredient in the value creation recipe. Since there’s so much data out there, good intuition (and by that, I’m including judgment as well) is necessary to set priorities for what to look for, what matters to the customer, what the competitive landscape looks like and how behaviors are changing over time.

Closing the Loop – Email plus Display Marketing

Posted by Leslie Van Zee on January 31st, 2013 at 11:28 am

Integrating email with your advertising campaign has many advantages for both the consumer and the business. Not only is it a good way to increase your marketing response rates, it can create closer relationships with the majority your company's regular customers. When you integrate display ad campaigns into email marketing, you can create a system that can keep in touch with the customer while, at the same time, showing them that there is more that they can do with your business.