Marketing Automation
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10 Strategies for Content Marketing, Events, & Marketing Automation Success

In this informative webinar recorded live at Dreamforce 2011, Jon Miller, VP Marketing and Co-Founder of Marketo, and Ann Handley, Chief Content Officer at M...
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10 Ways Marketing Automation and Inbound Marketing Work Together: Marketo & Moz

You've heard the buzz about marketing automation and inbound marketing, but do you really grasp their full potential ? and how they work together to drive re...
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Whos Using Marketing Automation to Manage Email? - MarketingChart | #TheMarketingTechAlert

Whos Using Marketing Automation to Manage Email? - MarketingChart | #TheMarketingTechAlert | Marketing Automation | Scoop.it

Some 24% of marketers say they don’t use any tools to manage their email campaigns, according to a recently-released Marketo study [download page]. But that figure masks significant differences when sorting by company size, as small companies (0-50 employees) are almost twice as likely (43.5%) to eschew the use of email marketing tools. Among larger companies, by contrast, marketing automation platforms are a popular choice – and use of these tools is linked to greater emailing frequency.

 

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CYDigital's curator insight, April 14, 2014 2:44 PM

It boggles my mind why more 3rd party ESPs are not incorporating a wider array of features into their platform: responders, better DB tools and reporting, landing pages with forms, etc. There's room for low end MAS functionality!

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SiriusDecisions: 2014 Marketing Automation Report | SiriusDecisions Blog

SiriusDecisions: 2014 Marketing Automation Report | SiriusDecisions Blog | Marketing Automation | Scoop.it

Basic/ Excerpt...

 

How much can a market really change in 12 months? In the marketing automation market, quite a lot! Over the past year, Salesforce.com and Adobe entered the market through acquisitions (ExactTarget/Pardot and Neolane, respectively), the percentage of b-to-b companies using marketing automation platforms increased, and marketing automation capabilities expanded beyond emails and registration forms. All of this means that when we drafted the 2014 version of our SiriusView: Marketing Automation Platforms, it involved more time, more effort and more spirited analyst debate than last year.

 

Last year, we surveyed 11 marketing automation platforms. This year, we surveyed 17 vendors and scored them across six categories. [The author] listed each of the vendors and SiriusDecisions’ take on when they should be considered.

 

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CYDigital's curator insight, April 10, 2014 1:46 PM

A must click through. If you were looking for a quick take on each major MAS vendor, this is it. A keeper. Vendors include: Act-on, Adobe, CallidusCloud, Click Dimensions, eTrigue, HubSpot, Unica, Marketo, Net-Results, Eloqua, Pardot, Right On, Salesfusion, Sitecore, Teradata (Aprimo), TreeHouse Interactive. Wish they included Leadsius and LeadLife.

Arianna Russo's curator insight, November 5, 2014 11:47 AM

For companies looking to evaluate marketing automation and softwares involved this is a great article to learn about each of them and how they differ

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The Difference Between Email Marketing and Marketing Automation

Visit http://www.gleanster.com for complimentary access to best practice research on Marketing Automation (including vendor landscapes complete with vendor r...
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Vidyard can now feed video viewer analytics into Salesforce's Pardot for lead nurturing - The Hub

Vidyard can now feed video viewer analytics into Salesforce's Pardot for lead nurturing - The Hub | Marketing Automation | Scoop.it
Vidyard and Pardot integration turns video watching behavior into leads.

 

Excerpt....

 

Salesforce's B2B marketing automation platform Pardot now has access to the video viewing habits of potential customers.

 

Ontario-based video marketing platform Vidyard will track and analyze the performance of branded video content, as well as the behavior of customers interacting with them. Through an integration between the two platforms, this information will be fed into Pardot's lead scoring and sales nurturing program, allowing video to become an additional source of consumer insights for the marketing team.

 

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CYDigital's curator insight, July 28, 2014 8:56 PM

This is damn good, especially when you start to adopt video as your go-to means of communication.

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Skills, results, costs: The top 3 reasons marketing automation scares companies - VentureBeat | #TheMarketingTechAlert

Skills, results, costs: The top 3 reasons marketing automation scares companies - VentureBeat | #TheMarketingTechAlert | Marketing Automation | Scoop.it

Intermediate/ Digest...

 

The number one concern? Whether existing marketing staff have the right skill set. More than 55 percent of companies are concerned “whether we have the in-house skills to effectively implement” marketing automation, according to the survey. That makes sense given a recent Adobe survey that suggests most traditional marketers don’t have the skills needed in today’s tech-dominated marketing world — and don’t know how to get them.

 

Perhaps just as concerning to marketing automation vendors, however, would be a concurrent worry that marketing automation won’t deliver on its promises. 54 percent of respondents said they weren’t sure that investing in marketing automation would produce real results.

 

Cost is a third major concern. Even though a significant number of very inexpensive marketing automation systems exist, if you’re going to hit the top of the market with enterprise solutions like Adobe’s Marketing Cloud, or Eloqua, you’re going to spend thousands if not tens of thousands pretty quickly. Mid-market solutions will run in the high hundreds and low thousands monthly, and that doesn’t include any additional personnel costs or software/data integration costs.

 

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CYDigital's curator insight, April 7, 2014 8:56 PM

"More than 55 percent of companies are concerned “whether we have the in-house skills to effectively implement” marketing automation, according to the survey." That tells you everything. The other two concerns can be overcome, but the people problem is huge.

Arianna Russo's curator insight, November 4, 2014 4:44 PM

Even though many companies think marketing automation is a good idea, it may still be something to think about before investing in it. Not just the cost, but skills of workers is something really important when dealing with automation

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2 Mid-Funnel Lead Nurturing Mistakes - Marketo | #TheMarketingTechAlert

2 Mid-Funnel Lead Nurturing Mistakes - Marketo | #TheMarketingTechAlert | Marketing Automation | Scoop.it

Basic/ Digest...

 

1. Don’t Let Your Data Go Bad

Has your database been languishing all winter long, pulverized by the polar vortex of decay and desolation?  Tune it up by refreshing your customer information.

 

2. Don’t Get Too Fancy

So many marketers try to use all of features in their marketing automation platform, all at once — without stopping to think about the point of their technology. You invested in marketing automation so that you could have interesting, relevant conversations with the right people — not so that you could impress them with bells and whistles. So leave the complexity on the cutting room floor, especially when you’re first starting out. Keep it simple.

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CYDigital's curator insight, April 22, 2014 2:50 PM

It's a common refrain that I frequently say as do others: when it comes to marketing automation, keep it simple.