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Scooped by
Joemktg
October 18, 2017 1:48 PM
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The survey was conducted in May 2017 by Liana Technologies.
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Scooped by
Joemktg
September 18, 2017 11:00 AM
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1. BEING INORGANIC 2. FLIPPING THE WRONG PERSONAL SWITCHES 3. FAILING TO PLAN 4. GETTING THE FOCUS WRONG 5. TICKING BOXES 6. IGNORING BUYER PROFILES 7. INEFFICIENT USE OF TOOLS AND PLATFORMS 8. FORGETTING ABOUT DATA GENERATION
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Scooped by
Joemktg
August 29, 2017 10:20 AM
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Only two in five survey respondents (41%) believe their organizations are using marketing automation to its fullest capacity.
The research shows that there are only three areas where more than half of those surveyed are using the basic functions of marketing automation: email (73%), web forms (63%), and landing pages (56%).
Fewer than three in ten users are implementing more advanced tactics such as automated creation of dynamic content and account-based marketing.
58% of Leaders are using lead nurturing vs only 35% of the non-leaders. Similarly, significantly fewer non-Leaders are using their systems’ lead scoring capabilities (37 percent, versus 48 percent for Leaders). It was seen that both these areas are very much on the radar, with 50 percent and 47 percent of companies, respectively, planning to use these tactics.
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Scooped by
Joemktg
August 16, 2017 10:30 AM
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The majority of features, nine of them, are used by 33 percent or fewer companies:
A/B testing Dynamic content Social integration APIs Dynamic segmentation Progressive profiling Lead recycling Account based marketing Business intelligence integration Even more surprising is that over 20 percent of companies have no plans to use the last seven features. Not only does lack of adoption directly imped these marketers in achieving their business goals, it prevents them from capturing the data needed for a true 360 degree view of the customer. What is holding these companies back? The study found for many companies it’s aligning “marketing automation activities across the business, and to demonstrate the impact these activities have”. Having to prove in hard numbers the ROI and efficiency gains is a challenge that slows adoption.
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Scooped by
Joemktg
August 16, 2017 10:20 AM
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"The State of B2B Marketing Automation report reveals that just over half of B2B organizations (53%) are using marketing automation and 37% say they are planning to implement it. Additionally, only two out of five survey respondents (41%) believe their organizations are using automation to its full capacity. In addition, more than half of respondents said they are only using three basic functions of marketing automation: Email (73%); Web forms (63%); and Landing pages (56%).
Other key findings include: - 98% of B2B marketers agree that effective marketing automation is critical to long-term business success;
- 58% “strongly agree” that marketing automation makes marketing team more efficient; and
- 66% of respondents rank “high quality leads” as one of the top three reasons for implementing automation, while 49% say the same for “increased revenue.”"
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Scooped by
Joemktg
August 16, 2017 10:10 AM
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"Act-On Software, the leading provider of adaptive marketing automation for fast-growing businesses, today shared findings from the State of B2B Marketing Automation study it commissioned Econsultancy to do that surveyed more than 350 B2B marketing professionals in North America and Europe. The study reveals a correlation between marketing automation investment and business performance. Leaders are 24 percent more likely than their peers to say they are currently using marketing automation, and almost two-thirds of these companies employ marketing automation technology, compared to 50 percent for the Mainstream.
While just over half of B2B organisations surveyed are using marketing automation, only 27 percent firmly believe that it has increased marketing’s contribution to pipeline. This could be because marketers are just only scratching the surface when it comes to using marketing automation. The research shows that there are only three areas where more than half of those surveyed are using marketing automation: email, web forms, and landing pages. These are the more basic functions within marketing automation, which can point to a potential misalignment between system, strategy, and skill-set."
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Scooped by
Joemktg
June 15, 2017 11:48 AM
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Chart of the Day: Don't forget your Lead Scoring We all know about Email Marketing Automation, but what is Lead Scoring? In the chart, we can see that Emai. Marketing topic(s):Marketing automation. Advice by Kim Greenop-Gadsby.
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Scooped by
Joemktg
May 4, 2017 9:58 AM
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Scooped by
Joemktg
May 2, 2017 9:50 AM
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How are marketers using their marketing automation systems? Some answers:
- 9% > informing about new offers/promotions
- 7% > sharing information on the company
- 5% > educating about products/related topics
- 3% > consumer onboarding
Some specific MA tactics used:
- 5% for email automation
- 6% Basic profile-based targeting
- 4% Personalization using dynamic content
- 8% lead scoring
So why spend time and money implementing a big solution if you aren’t going to use it? Start smaller, or start with a solution that provides a specific subset of functionality that you can grab onto and build on. There are certainly many options to choose from as we see above.
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Scooped by
Joemktg
April 20, 2017 10:40 AM
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Asked to identify the three most important features of an email service provider’s technology platform, two-thirds (66%) selected marketing automation capability. This has now overtaken user-friendly interface (60%) as the single most important attribute of an email service provider.
The research also found that the proportion of companies who say they can send emails based on individual activities and preferences throughout the funnel at scale has almost doubled, from 8% to 15%. Almost three-quarters (71%) of companies adopting personalisation to this degree report an ‘excellent’ or ‘good’ performance from their email campaigns, compared to only 35% for companies who say they ‘are not yet working towards this’.
Personalisation (30%) is the area of email marketing where most respondents say they need to focus on during 2017, ahead of automated campaigns (28%), which was the number one priority area last year.
Despite email’s continuing ability to deliver, companies are still under-investing in this channel. The gap between sales (22%, on average) and marketing budget (15%) does not appear to be closing, which suggests that marketers are still not taking advantage of email’s ability to drive revenues. Email peaked at 16% of marketing budget in 2014, and has not made much headway since then.
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Scooped by
Joemktg
April 8, 2017 2:59 PM
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Almost two-thirds of email marketers worldwide use email automation, but more advanced automation techniques are not as popular, according to a January 2017 survey from email marketing software provider GetResponse.
When it comes to enhancing email with more advanced automation techniques, however, marketers are not as far along. Only a third of email marketers surveyed used automation for basic profile-based targeting, or targeting email content based on individual personas and behaviors. Even fewer—just over a quarter—used it for personalization through dynamic content, or content that changes depending on who opens an email and when it is opened.
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Scooped by
Joemktg
December 15, 2016 9:33 AM
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Scooped by
Joemktg
December 8, 2016 10:24 AM
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What do you need to do to make automation work for you?
You need to understand your sales pipeline. What are the biggest problems your clients deal with and how are you positioned to help solve them? What stage in the pipeline are your clients in? How long should they be in each stage? What is the probability of closing at that stage? What objections can you overcome before you speak to your ideal client? How many times should you be contacting them before they make a decision and without you being annoying?
If you don’t have all this information, you will have to test it out. You also need to be able to track each and every step of the way – this is where tools and systems come in, so you can see how effective you are and have it displayed on a dashboard for easy access.
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Scooped by
Joemktg
December 8, 2016 10:18 AM
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How are marketers using automation tools to improve lead generation? Many organizations say automation allows them to more efficiently identify, contact and nurture potential business prospects. In Autopilot’s study respondents said the most effective uses for automation included generating leads from acquired lists (40%), automating sales outreach emails (38%) and nurturing warm leads to be sales-ready (38%).
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Scooped by
Joemktg
November 1, 2016 10:10 AM
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There’s a huge disparity in the use of marketing automation software between large corporations (60%) and small to medium businesses (10%)*. According to Kraig Swensrud, CMO of email marketing start-up Campaign Monitor, the cost and complexity of all-in-one marketing suites, designed for the ‘big end of town’, have typically been barriers to SMBs seeking greater marketing efficiencies.
“The reason SMBs lag behind large corporations when it comes to marketing automation is simple: cost and people resources,” Swensrud said.
“The all-in-one marketing suites delivered by major vendors are usually big, bulky and expensive. These vendors don’t offer scaled-down solutions to smaller, growing businesses. They target Fortune 500 and larger corporations with deeper wallets and the manpower to implement the software, i.e. those that can afford to hire consultants and integrators to make the software provided suit them.
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Scooped by
Joemktg
October 25, 2016 9:30 AM
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1. 42% of B2B marketers plan to test or deploy marketing automation this year (DemandGen Report)
2. 59% of companies do not fully use the technology they have available (Ascend2)
3. 80% of marketing automation users saw an increase in leads (VentureBeat)
4. 12% of marketing automation users saw an increase of leads by 50% or more (VentureBeat)
5. 10% of marketers feel they are able to fully execute mature marketing automation strategies (Forrester)
6. 80% of B2B marketers consider it a core requirement of their jobs to understand and use marketing technology (Forrester)
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Scooped by
Joemktg
September 30, 2016 1:11 PM
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1. Automated Content Curation May Discourage You From Researching 2. Algorithmic Content Creation May Stop You From Thinking 3. Automated Customer Interactions May Embarrass Your Brand 4. Scheduled Content Publishing May Make You Look Outdated 5. Personalized Emails Make You Look Unemotional
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Scooped by
Joemktg
September 27, 2016 8:40 AM
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Apart from the generating leads, there are some other ways the marketing automation platform can be brought into use. A few of them are:
One-on-One Relationship
Hire New Talent
Promote Subscriber Engagement
Monitor Customer Complaints from Social Media
Manage your Content
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Scooped by
Joemktg
August 24, 2016 8:40 AM
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Here are the top five ways you can use marketing automation tools to strengthen your relationships with existing customers and build true customer loyalty:
- Measure Loyalty: Marketing Automation is an easy way to setup regular touch points to measure true customer loyalty. You can segment customers and create separate nurture streams to ask your customers how they feel about the relationship with your company.
- Build Brand Advocates: Use Marketing Automation to determine which customers are likely advocating for you and create special programs and incentives for these valuable lead sources.
- Personalizes Experiences: Marketing Automation allows you to identify the right content that should be delivered to each customer at the right time.
- Keep Scoring Leads After Purchase: Lead scoring AFTER purchase is a great way to utilize the power of marketing automation to determine which customers are engaging with your content and who might be ready for a cross-sell, up-sell, or even a re-sell.
- Create End-to-End Customer experiences: Using the data from marketing automation you can identify the pain points, content, messaging and approaches that attracted your customers, the ones who converted, in the first place.
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Scooped by
Joemktg
July 22, 2016 9:54 AM
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1. Contact Insights 2. Triggered Emails 3. Lead Scoring
4. Lead Response Time These alerts help reduce the response time and ensure that sales reps follow-up within five minutes, which in turn increases the lead qualifying success rate.
5. Sales Alert Sending real-time alerts to sales reps streamlines the process between the marketing and sales teams. Imagine if a sales rep just closed an opportunity with a lead, and this lead went to the pricing page again. Here, the sales rep can get an alert about the lead’s behavior and the rep can make another call to convert this opportunity to a deal and close it.
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Scooped by
Joemktg
June 20, 2016 8:10 AM
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Another key factor in being an efficient marketer involves building the right templates, especially for email and landing pages. Customization is important, but if you’re always building from scratch for each new campaign, you’re wasting valuable time. You can still create a tailored piece to different groups on your list with the proper templates.
A complete marketing automation platform will have email templates that you can customize and easily visualize how the end product will look in real time. Once you’ve uploaded your content and written your all-important subject line (or several, to test which is most effective), you can then use if-then formulas to segment your email as wide or as nuanced as you want.
Once you’ve established your guidelines for email, the program takes over. You can even take advantage of its advanced A/B testing features to see how well your message is performing. That’s the beauty of knowing what you’re doing ahead of time—the system is designed to do the heavy lifting. Just make sure it’s lifting the right target audience.
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Joemktg
May 1, 2015 8:38 AM
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MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.
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Choice not offered: fear of failure.
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