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Rescooped by Marcio Fuzzato from The MarTech Digest
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Are Machines the Future of Marketing? - B2B Digital Marketing

Are Machines the Future of Marketing? - B2B Digital Marketing | inbound marketing automation | Scoop.it
As marketers, we will soon be the managers of the machines that are managing our marketing. Until the machines don't need us anymore.

 

Excerpt...

 

Here are a few of the marketing areas where we are already managing the machines and one area where the machines have already managed us!

1. Search Marketing Platforms
Search marketers have been using bid management systems for the last decade to manage the search campaigns. Today, new solutions like DataPop are even automating ad copywriting!

2. Algorithmic Media Buying
A significant portion of the online media landscape is quickly moving towards algorithmic media buying. Providers like Turn, MediaMath or RocketFuel are able to take your creative, budget and goal and run online advertising programs that are managed and optimized by algorithms, making billions (literally) of ad buying decisions for their clients every single day.

3. Dynamic Creative Optimization
What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? Companies like MediaMind make this possible today. Combine it with something like DataPop, mentioned above, and you could have a system that continuously creates, tests, learns and optimizes brand new creative.

4. Marketing Automation
What if everyone could always get the right communication, based on all of the information you have about them? Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms.

5. Identifying Content to Create
Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. In this case, the machine was feeding work to the people instead of the people feeding work to the machine.


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marketingIO's curator insight, March 14, 2013 8:45 AM

We scooped this as a checklist for you to compare your own automation tools against. Not yet appearing: Big Data alerts.


  • See the article at b2bdigital.net
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
Matt Casagrande's comment, March 17, 2013 8:18 PM
Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms. Over the next couple years, expect to see marketing automation continue to incorporate algorithms for more complex learning and optimization. Also it allows the business to do the marketing hands free without having people have to do it at all times.
Matt Casagrande's comment, March 17, 2013 8:25 PM
As technology continues to strive as we move into the future and direct response focused marketers will be the first who will try this new machine-based marketing ways. Companies that are willing to risk it all to if machine driven ways will learn success of it first. Machines can learn fast enough and can lower a business resource costs can be lowered from these new ways also. From all of this that will happen from the machine way will end up beating out human marketers.
Rescooped by Marcio Fuzzato from The MarTech Digest
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Three Key Job Roles to Make Your Marketing Automation Rock - Marketo

Three Key Job Roles to Make Your Marketing Automation Rock - Marketo | inbound marketing automation | 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.

 

Excerpt...

 

Content Manager

Make sure you have an individual who can create a steady stream of great content.  With marketing automation software, it becomes easier to scale programs (e.g. different job functions at different verticals), so you will need someone who can create effective content for the programs and re-purpose it.  This could be a product marketer, an evangelist, someone from marketing communications manager, or a new hire such as a brand journalist. Ideally, this person will have some writing in his or her background.

 

Marketing Operations Manager

You will need someone who enjoys mechanics. Setting up integrations, key reports, segmentation, and flows in the system are just some of the activities a good marketing operations person will do.  This is one of the most critical roles to get right because they are essential to building the technological framework.  A good framework = total and complete awesomeness.  A bad framework = wasted time and added expense, which we all know equals bad things.  A good candidate for this is anyone on your team who enjoys technical details, has a good mind for process and how things work, and feels happy when in Excel.

 

Nurturing Manager

This role makes sure you are squeezing the juice from the orange.  They will work with your content manager and make sure their programs have the right content mapped to the buying cycle.  It is also a very critical role because when done well, since nurtured leads can produce a 20 percent increase in sales opportunities versus non-nurtured leads.  It is ideal to have someone in this role who understands your buyer and user personas, and also is very good at thinking through the right workflows.  I have seen strong marketing programs people succeed in this role.


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marketingIO's curator insight, March 14, 2013 9:07 AM

We know from experience that there are many ways to approach how to implement and manage marketing technologies, and at the end of the day, it depends on your budget, your supporting internal resources (and their willingness to work with you!), and your partners' capabilities. The aforementioned is applicable to not only marketing automation but all marketing technologies.


  • See the article at blog.marketo.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.