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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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Marketing Automation: Why it Doesn't Replace the Need to Think

Marketing automation is an incredible tool for connecting with and engaging your customers. The old adage, "half of my marketing is working but I don't know which half," no longer really applies. Truly, marketing can be held accountable for both success and failure, and can more effectively learn from each mistake. Also, we are able to attribute sales to specific activities, which over time helps to create a more impactful marketing plan to maximize resources and hopefully grow budget each year. 

BUT, there is also a dark side to marketing automation. By making the process to connect with customers more streamlined and robotic, there can be a tendency to forget to put ourselves in the shoes of the customer. Marketing is still about communication, and we have to focus on connecting with customers in the way that they want us to. Here are three mistakes that some marketers make with marketing automation:

Denis Failly's insight:

So don't forget to think, MA is just a tool and a set of process

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How to Simplify Your Complex Event Programs Using Marketing Automation

How to Simplify Your Complex Event Programs Using Marketing Automation | Beyond Marketing | Scoop.it
Learn how to use tokens in your marketing automation platform to make your event marketing programs run seamlessly.
Denis Failly's insight:

As user of Marketo,  I confirm Token are essential and usefull

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Facing the marketing automation mountain? Let's go back to square one.

I was very happy to stumble upon a blog post over on the BrightCarbon site called "Marketing Automation—A Failure". Of course, I am not happy to hear of anyone's failure, but I am happy to finally see someone talking about the marketing automation mountain so publicly. 

Everyday, I hear from marketers that their top priority is to "really dig in and get our marketing automation fully working". That's usually followed by "...once I do that, I can focus on X, Y, and Z". Where X, Y, and Z are big business priorities (increase customer acquisition, decrease cost per lead, generate more leads, generate more online sales, etc, etc).

 

Denis Failly's insight:

Don't condound marketing automation strategy and  post-click strategy

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Embrace the Era of Marketing Automation

Embrace the Era of Marketing Automation | Beyond Marketing | Scoop.it

Want to increase qualified leads more than fourfold? What used to be a vapid sales pitch is now a quantitative reality – over the past decade, enterprise technology has exploded onto the scene and fundamentally changed organizational processes and management. Departments outside of IT have embraced technology, with Finance leveraging ERP to improve accounting and billing processes, Sales taking advantage of SFA to better connect with and manage prospects, and more recently, Marketing turning to marketing automation to streamline, automate and measure the efforts needed to reach, nurture and convert the increasingly empowered consumer at scale.

Denis Failly's insight:

Off course Marketo is often mentioned in this post, it exists several other suppliers on these market : Pardot, DemandeBase, Eloqua...

 

Sirius Decisions predicts that adoption rates will increase by 50% by 2015, and Marketo’s President and CEO Phil Hernandez claims that 30-50% of marketing automation activities will expand beyond customer acquisition to include customer lifetime value, cross-selling, upselling and retention this year. This increased adoption of marketing automation drives real results – Nucleus Research found that 95% of companies surveyed last year reported seeing marketing automation benefits including increased productivity across sales and marketing.

But to achieve its true promise marketing automation requires tight integration with other critical business critical systems

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Marketing ROI, Sales Leads and the Search for Credibility

Marketing ROI, Sales Leads and the Search for Credibility | Beyond Marketing | Scoop.it

Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automationsolutions at prices that make them affordable for companies of every size.

So why do marketers still struggle to gain credibility for their results? Why can’t anyone tell me how much revenue they are generating?

As I see it, the problem with attributing revenue to marketing results can only be partially addressed by technology, especially in B2B companies with complex sales cycles that extend for months or even years.

 

 

Denis Failly's insight:

A thing that marketing automation solutions don't integrate  in the performance assessment is qualitative data like buyer personas, in B2B.

You could make all the calculus (KPI, correlations...) that you want, but behind the figures what is the story of your prospects. Make them talk about it.

 

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Are Machines the Future of Marketing ?

Are Machines the Future of Marketing ? | Beyond Marketing | Scoop.it

The idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing seems pretty far-fetched."

Denis Failly's insight:

Are we entered in Marketing Software Era ?

Some years ago in a blog post I already spoke of a new function : Marketronician, a expert of Marketronic...

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Best Practices for Marketing Automation from 11 Experts

Best Practices for Marketing Automation from 11 Experts | Beyond Marketing | Scoop.it
Tips, tricks and best practices from 11 thought leadership that will help marketers make it rain with marketing automation.
Denis Failly's insight:

Usefull advices for Marketing Automation

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Where Marketing is Going … in 2013 and Beyond

Where Marketing is Going … in 2013 and Beyond | Beyond Marketing | Scoop.it
2013 is already shaping up to be an epic year for marketers and writers. It’s the year that content, social, search, and email are coming together, workin
Denis Failly's insight:

"Modern marketers have more data available at their fingertips than ever before in history. And marketing automation allows them to manage that data into actionable insights. No longer is there any question around what the return on their marketing spend is and how it contributes to driving revenue, there are now hard metrics to report."

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How to Fix 4 Common Marketing Software Mistakes

How to Fix 4 Common Marketing Software Mistakes | Beyond Marketing | Scoop.it
Discover how to fix 4 simple mistakes in order to make your marketing software solution more effective and ultimately improve your bottom line.
Denis Failly's insight:

The various problems and how to (try) solve them

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How do You Sell Marketing Automation to Internal Stakeholders?

How do You Sell Marketing Automation to Internal Stakeholders? | Beyond Marketing | Scoop.it
You have decided to purchase marketing automation software and now you need to present your business case to internal stakeholders. Who do you need buy-in from
Denis Failly's insight:

Of course revenue and metrics should be top of mind, when you will try to convince yours internat stakeholders.

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Marketing Automation 101

Marketing Automation 101 | Beyond Marketing | Scoop.it
Every business is on a journey to grow and increase revenue. Marketing automation technology can help get you there.
Denis Failly's insight:

-Marketing Automation Enables Modern Business Processes
-What You Can Do with Marketing Automation
-Building a Case for Marketing Automation in Your Business
-Buying Marketing Automation

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Philippe Trebaul's curator insight, February 20, 2013 4:42 AM
Automatisation Marketing 101

"Chaque entreprise est un voyage à croître et à augmenter les recettes. La technologie d'automatisation du marketing peut vous aider à y arriver".

Marketing Automation 101 via @dfailly http://sco.lt/...


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The Evolution of Modern Marketing Automation [Infographic]

The Evolution of Modern Marketing Automation [Infographic] | Beyond Marketing | Scoop.it
The technology-driven evolution of modern marketing, in one fun infographic.
Denis Failly's insight:

how advances in radio, television, the internet, social media, and the arrival of marketing automation technology has paved the way for modern marketing as we know it today.

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Acquiring Customers in 4 Enterprise Inbound Marketing Steps

Acquiring Customers in 4 Enterprise Inbound Marketing Steps | Beyond Marketing | Scoop.it
Here we take a look at one efficient and successful way to gain customers in four Enterprise Inbound Marketing steps.
Denis Failly's insight:

a classical process of inbound marketing

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Robots vs. marketers: the algorithmic marketing matrix

Robots vs. marketers: the algorithmic marketing matrix | Beyond Marketing | Scoop.it

Last week, Bank of America suffered brand damage with an automated social media bot. Their intent was good: to automatically detect tweets that mentioned the bank and reach out with an invitation to help. But their algorithm was unable to distinguish between a routine customer service situation and a brand nightmare protest.

Denis Failly's insight:

Marketing Software (Automation solution...), why not as long as to appreciate their limits and know where to apply them wisely.

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Stop Hating on Marketing Automation, Try a Little Tenderness Instead

Stop Hating on Marketing Automation, Try a Little Tenderness Instead | Beyond Marketing | Scoop.it
There's a preconceived notion among some in the B2B world that marketing automation is a bad idea, one that's right up there with pop-under ads. This mis
Denis Failly's insight:

Misconception about Marketing Automation

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Get More out of your Marketing Automation with Interactive Content

Get More out of your Marketing Automation with Interactive Content | Beyond Marketing | Scoop.it
Interactive content is fuel for your marketing automation platform. Read on to learn about different examples and how you can integrate it into your current marketing programs.
Denis Failly's insight:

Interactive content is powerful stuff.  On average, when companies produce and distribute interactive content, they generate:

Click rates of 50%Lead form completion rates of 80%Social sharing rates of 20%
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How Do I Gather Lead Intelligence for Marketing Automation?

How Do I Gather Lead Intelligence for Marketing Automation? | Beyond Marketing | Scoop.it

A few weeks ago, I mentioned persona-based lead scoring was the most valuable part of any marketing automation strategy. But this brought up a good question: How do you gather this essential lead intelligence for automation? The answer is simple: create high-quality content.

Denis Failly's insight:

You can be equipped with the best Marketing automation solution, if you have not high quality contents to inject in the pipe, it's useless

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4 Tried and True Marketing Automation Recipes for Better Email Nurturing

4 Tried and True Marketing Automation Recipes for Better Email Nurturing | Beyond Marketing | Scoop.it
How to set up 4 effective automated workflow recipes to help you nurture your visitors -- from prospects to leads to customers to evangelists.
Denis Failly's insight:

I am always reluctant with this word "Recipes", don't forget to remain human centric

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What is Marketing Automation?

What is Marketing Automation? | Beyond Marketing | Scoop.it
It´s about gathering data and act upon behavioral traces. That´s at least one way of describing it.
Denis Failly's insight:

Ten features around MA

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Three Key Job Roles to Make Your Marketing Automation Rock

Three Key Job Roles to Make Your Marketing Automation Rock | Beyond Marketing | Scoop.it
You need a team of superstars to make your marketing automation rock. Read this blog to find out who you should be hiring.
Denis Failly's insight:

Beyond the technology around Marketing Automation, what about your team, is it correctly structured

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The Magic Behind the Curtain: Marketing Automation Makes it All Happen [Infographic]

The Magic Behind the Curtain: Marketing Automation Makes it All Happen [Infographic] | Beyond Marketing | Scoop.it
This Wizard of Oz themed infographic shows the marketer's journey to buying and implementing marketing automation.
Denis Failly's insight:

Marketing Automation step by step

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Finding Your Way with Marketing Automation Workflow [Infographic] | Business 2 Community

Finding Your Way with Marketing Automation Workflow [Infographic] | Business 2 Community | Beyond Marketing | Scoop.it

Explore the possibilities of marketing automation workflow

 

Denis Failly's insight:

Whether you are in B2B or B2B or twice, Marketing Automation (MA)
may help you to accelerate your Business (acquisition, retention, loyalty).
The core feature of MA is workflow, this infographics show you how many activities can be automated, and some interesting example of results.

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How to Get the Most Out of Your Marketing Automation System

How to Get the Most Out of Your Marketing Automation System | Beyond Marketing | Scoop.it
Whether you’re a new or seasoned user, there are some best practices you can put in place to maximize your marketing automation’s ROI.
Denis Failly's insight:

Some best practices about Marketing Automation

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Enterprise Inbound Marketing Process: Marketing Automation

Marketing automation systems perform several vital functions in the enterprise inbound marketing process. Data and decision support.
Denis Failly's insight:

Build your marketing system of tracking,producing, publishing, measuring, updating...with Marketing Automation

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Here’s How to Tell If You Are Ready for Marketing Automation

Here’s How to Tell If You Are Ready for Marketing Automation | Beyond Marketing | Scoop.it
Use this worksheet to determine if your company is ready for marketing automation, and then check out The Definitive Guide to Marketing Automation.
Denis Failly's insight:

A little test to see if you are ready for Marketing Automation

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