week 2 and week 7
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Rescooped by Johnny Li from The MarTech Digest
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4 Questions to Ask When Evaluating Your Marketing Automation Readiness - Silverpop

4 Questions to Ask When Evaluating Your Marketing Automation Readiness - Silverpop | week 2 and week 7 | Scoop.it

Summarized...

 

Here are four simple questions that will help you evaluate your practices and readiness for marketing automation, and ultimately pave the way for success.

1) Are you prepared to automate?
At the end of the day, marketing automation solutions are only tools. Purchasing and implementing an automation solution — even the best one available — will only provide value if other parts fall into in place.

2) How effectively are your marketing and sales groups aligned?
SiriusDecisions estimates that prospects only connect with sales when they’ve made it through 60 percent to 70 percent of their buying cycle. This means that both your demand generation and sales teams must clearly understand buyer paths leading to engagement and be fully synchronized around common definitions of an MQL, SAL, and so on. Together, they can act fast to take advantage of those critical moments when buyers are finally ready to connect.

3) Can you generate enough content?
Marketing automation is a beast that feeds on content, functioning best when it has enough content to lead customers through the sales funnel. Companies that don’t have a “content factory” are sometimes hesitant to move forward with marketing automation, but they shouldn’t be, because there are many ways to repurpose existing content to nourish the system.

4) Do you have the bandwidth for ongoing improvements?
Successful companies continually invest in improving their marketing automation — tweaking and optimizing campaigns to get the best results. Your marketing automation solution will provide insight into prospect behavior and automate lead nurturing, but there’s a manual component. Before you can achieve bottom-line results, be ready to invest in ongoing optimizations, process fine-tuning and content repackaging.

 


Via marketingIO
Johnny Li's insight:

Our marketers usually have different approaches to marketing communication stragety due to the different situations and budgets for different companies. However the bigger budgets does not necessarily mean  bigger output. Therefore, the evaluation for marketing communication is crucial. The article illustrate different evaluation method for marketers to think about. The author points out a few key points such as the sales team must be in tune with the marketing strategy and the marketing has to be able to generate enough content.

 

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Jeff Coveney's curator insight, April 25, 2013 10:50 AM

Marketing and Sales alignment are key. This stuff won't work without it.

Johnny Li's curator insight, May 9, 2013 6:11 PM

Our marketers come up with marketing communication strategies differently due to the different situations and budgets of different business. A advertising campaign with a big won't necessarily be more appealing than the smaller one. This article illustrate how to evaluate the effectiveness of a markting automation. The author points out a few key points like the sales group has to be in tune with the marketing strategy and the marketing has to be able generate enough content.

Manyang Manyang's comment, May 9, 2013 8:51 PM
Marketers tend to use media channels depending on their budget capacity. This can force some marketers to use cheaper media channels to advertise their stuff to consumers in order to save up money. Usually cheaper media channels are not very effective in term of their coverage and ads won't last longer.
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Hilton opens dual-branded properties - Breaking Travel News (press release)

Hilton opens dual-branded properties - Breaking Travel News (press release) | week 2 and week 7 | Scoop.it
Breaking Travel News (press release) Hilton opens dual-branded properties Breaking Travel News (press release) “Hampton Hotels is in the midst of an exciting growth period and this new dual-branded property is an indicator of what's to come from us...
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Manyang Manyang's comment, March 21, 2013 11:17 PM
it was an article to read because Hilton has understand it customers pattern in term of what they want so it has created dual-branded properties to accommodate more people.
Josh Maunsell's comment, March 21, 2013 11:21 PM
Hilton is know in the industry as a high quality hotel, but for Hilton to expand into another sector could affect their brand image negatively.
Johnny Li's comment, March 21, 2013 11:39 PM
We all know how important it is to build your brand but one single brand could not be enough to cover the whole market. One thing a business could do is to create new brands for different mareket segments. Or they can do co-branding, which means two companies form a allience to work together. This allows both company to enjoy the value and diffrenciate market segments the other brand brings with the small confliction. The way these two famous hotel brand do business opens our mind by creating a new way of 'co-branding.' The strategy allows both brand to remain their independency while join their most important branding resources under the same roof. There is no certain way of maximising brand equity, be creative!