Marketing Automation
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How to Grow Your Web & Mobile App Business with Lifecycle Marketing

Read the entire article about using lifecycle marketing to grow your web and mobile app business at Lifecyc…
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Rescooped by Don Breckenridge from The MarTech Digest!

I am Serious, and Don’t Call it Marketing Automation - Gartner | #TheMarketingTechAlert

I am Serious, and Don’t Call it Marketing Automation - Gartner | #TheMarketingTechAlert | Marketing Automation |

Basic/ Excerpt...


When you move beyond the view that marketing exists solely to generate, nurture and qualify leads, you begin to realize that marketers (especially product marketers) need to do a lot of things to help their companies be successful, at least if you view revenue as a useful success metric. These include:

Create a compelling story that includes the problem you are addressing, how you uniquely solve the problem and the outcome-driven proof points (Messaging and Positioning)Identify the key dynamics of the markets you serve, be aware of competitive offerings and strategies and identify the growth opportunities  (Market and Competitive Intelligence)Understand what opportunities play to your strengths and which ones expose your weaknesses (Segmentation and Targeting)Bring new and updated solutions to market in an efficient and effective way (Product Launch)Know the needs of the market and your customers and represent and evangelize those to product management (Product Strategy)Train the field and channel partners on how to be most successful, create tools and provide individual support as needed (Sales Enablement, Sales Support)

While data is a critical element to being successful in these tasks (think segmentation, win/loss analysis and market sizing) and technology can improve the efficiency and effectiveness of other areas (namely product launch and sales enablement), you can’t really automate them. That is the core of my beef with the marketing automation term.



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Via CYDigital
CYDigital's curator insight, April 23, 2014 9:26 PM

I think Pragmatic Marketing would agree, and I think we all know that MA is a misnomer.