Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 3 of 5)

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks. Customer Journey Questionnaire Who is your ideal customer? (Demographics, firmographics, psychographics, etc.) And what … Continue reading »

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 2 of 5)

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks. Tips to Create Quality Personas to Increase Marketing ROI Persona Questionnaire Created through … Continue reading »

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 1 of 5)

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks. Marketing Bottlenecks Questionnaire What areas of your marketing funnel are consistently lacking volume, quality, … Continue reading »

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

Marketing automation is a crucial element of most marketers’ overall strategies. It streamlines lead generation, automates lead nurturing, improves personalization, accelerates sales, and replaces guesswork with analytics. “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.” — Forrester Research Addressing Business Needs As more businesses embrace marketing automation, vendors … Continue reading »

How to Leverage Marketing Automation to Improve Engagement, Retention, and Revenue (Part 3 of 3)

“Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.” — Forrester Research Today’s customers are always on and connected across every channel – both online and offline. Reaching potential and existing customers across these ever-changing touchpoints can feel challenging and overwhelming. The good news…the right Marketing Automation strategy, platform, … Continue reading »

How to Leverage Marketing Automation to Improve Engagement, Retention, and Revenue (Part 2 of 3)

“Businesses that use Marketing Automation to nurture prospects experience a 451% increase in qualified leads”. — The Annuitas Group Today’s customers are always on and connected across every channel – both online and offline. Reaching potential and existing customers across these ever-changing touchpoints can feel challenging and overwhelming. The good news…the right Marketing Automation strategy, … Continue reading »

How to Leverage Marketing Automation to Improve Engagement, Retention, and Revenue (Part 1 of 3)

“78% of successful industry professionals cite Marketing Automation as being most responsible for improving revenue contribution.” — The Lenskold and Pedowitz Group Today’s customers are always on and connected across every channel – both online and offline. Reaching potential and existing customers across these ever-changing touchpoints can feel challenging and overwhelming. The good news…the right Marketing … Continue reading »

How to Best Use Marketing Automation to Increase ROI

While most businesses know that adopting Marketing Automation is more important than ever, it’s just one part of the solution. To generate ROI, you really need to make full use of all of the platform’s features, including emails, content, nurturing programs, triggered messages, lead management, and reporting, just to name a few. Achieving Marketing Automation … Continue reading »

Digital Content Marketing Usage

In 2018, 84.0% of US companies with at least 100 employees and that distribute nonpromotional content for marketing purposes will utilize digital content marketing. Adoption of digital content marketing hasn’t changed much in recent years, as illustrated in the infographic below. Among business-to-business (B2B) companies, adoption of digital content marketing in 2018 is slightly higher … Continue reading »

Why Budgets Are Shifting From IT to Marketing [Study]

Many marketers are seeing a shift in budget allocation within their organization, from traditional IT to marketing and advertising—all because of digital. Those are the findings from a recent study from Cowen and Company, conducted by Qualtrics, which surveyed US senior marketers in September and October. A majority of respondents said that, because of digital, they see … Continue reading »

Cross-Channel Buyer Journeys – Still a Mystery [Study]

Are you struggling to recognize your customers across devices, have frustration managing your data, or dream of mastering one-on-one communications? You are not alone. Almost 9 out of 10 executives at organizations in North America (at least $225 million in revenues) say that it’s at least a medium priority to provide and maintain an integrated … Continue reading »

What Tech Tools Do Marketers Use for Personalization?

Behavior-based data is critical for customized marketing content. Marketing technology can be useful for marketers looking to strengthen their digital personalization efforts. According to June research, well over half of senior business-to-consumer (B2C) marketers globally rely on web analytics software, customer relationship management (CRM) and content management systems to ramp up their digital personalization efforts. … Continue reading »

Optimize Leads with Marketing Automation [Survey]

B2B marketers have found lead nurturing programs, created and managed through marketing automation tools, can generate greater volumes of leads. The benefits include an increase in the volume of warm leads, better prospect segmentation and improved targeting efforts to reach them. Marketing automation tools are beneficial, but prior to implementing any lead nurturing program it’s … Continue reading »

Key Factors to Assess Marketing Technologies

With the explosive growth of marketing technology solutions, marketers are increasingly being faced with the decision of how to manage an vast array of vendors and solutions. Two recent studies – including a new survey from Campaign Monitor – offer competing visions of marketers and their technology needs today. First, a look at Campaign Monitor’s … Continue reading »

How B2B Marketers Attract and Retain Customers

B2B Firms Turn to Marketing Technology to Court Buyers CRM and Marketing Automation See Wide Adoption Business to business (B2B) marketers are doubling down on various marketing technology tools in 2016 as they look for new ways to attract increasingly savvy customers. According to research from B2B content platform Kapost, mid- and senior-level marketers from … Continue reading »

Biggest B2B Marketing Challenges [Survey]

The need for better quality leads is a greater challenge than the need for more leads, according to a Salesfusion survey of nearly 700 B2B marketers from companies with less than $100 million in annual revenues. The results align with previous research from Demand Gen Report, in which B2B marketers said that their top priority … Continue reading »

What Top Performing Marketers Are Doing [Report]

Top-performing marketing teams commit to the customer journey and the customer experience, collaborate with other business units and enjoy buy-in from their executive leadership, according to Salesforce’s latest annual “State of Marketing” report that surveyed almost 4,000 marketing leaders across various countries. 18% of respondents are “extremely satisfied” with the current outcomes realized as a … Continue reading »

Demand Generation Priorities for B2B Marketing [Report]

Approximately two-thirds of B2B marketers expect to increase their demand generation budgets this year, according to Demand Gen Report’s annual Demand Generation Benchmark Report. Based on a survey of 131 marketers from a variety of industries, the study finds that the most important priority is a focus on lead quality over lead quantity. That focus … Continue reading »

How B2B Marketers Build Personas

Buyer personas are one of the top ways by which B2B marketers better understand their audiences’ needs for content creation, according to recent research. A new study from Cintell – based on a survey of 137 B2B marketers – indicates that personas are most often used for messaging purposes. So how do marketers go about … Continue reading »

B2B Marketers Using Email Automation [report]

Business-to-business (B2B) marketers have email automation work to do, based on March 2015 research by Spear Marketing Group. US B2B marketing executives surveyed were most likely to report that fewer than 25% of their current email campaigns were triggered, limiting them from responding automatically to recipient actions, such as website visits or event registrations, in … Continue reading »

Why Use The Buyer’s Journey Instead of Campaigns

The campaign has been the workhorse of marketing for decades. These short-term, one-way promotional initiatives from a brand to customers have typically been brand-focused versus customer-focused. Campaigns can successfully drive sales — at least in the short term. They also are relatively easy to measure in terms of ROI. But in the last 15 years … Continue reading »

CRM’s Top Benefits

Today’s competitive environment requires companies better manage customer relationships to win business. That’s why adoption of Customer Relationship Management (CRM) systems like Salesforce, NetSuite and SugarCRM has skyrocketed in recent years, even amongst SMBs that may lack the resources to adopt enterprise-style technologies. If you are unsure about CRM, consider the following benefits: Efficiency CRM … Continue reading »

Marketing Automation Growth Opportunities

Few businesses are maximizing marketing automation opportunities. Marketing automation will only get bigger in the coming years as marketers grow more comfortable with the technology. The adoption and usage has a way to go. A December 2014 study by Ascend2, indicates 24% of marketing professionals worldwide reported using marketing automation extensively. 35% had a limited … Continue reading »

B2B Marketers Focus on Customer Acquisition [report]

B2B marketers from mid-size companies (50-1000 employees) are focusing their attention and budgets more on customer acquisition than retention, and relatively few report having management objectives tied to customer retention, customer satisfaction, and up-sell revenue metrics. That’s according to a new report from Act-On Software conducted by Gleanster Research, which examined customer relationship management at … Continue reading »

Most Valuable Marketing Automation Features [study]

Lead nurturing (52%) and analytics and reporting (51%) are the most valuable features of a marketing automation system, according to survey results from Ascend2 and its Research Partners. Previous research has found those to also be the most-requested features by buyers, although lead scoring, another highly-requested feature, was cited by few respondents as valuable to … Continue reading »

The Benefits of Marketing Automation

Marketing automation is still new and complex enough that even vendors of automation systems face challenges running their own marketing operations on their own platforms. Despite the complexity, adoption has been fairly rapid and widespread, and there is still potential for further uptake, according to a new eMarketer report, “Marketing Automation: Examining Users and Usage, … Continue reading »

Over 50% of Marketers to Increase Email Budget – 2015

Budget trends are going upward, says StrongView Director of Marketing Communications Jason Klein. The cross-channel solutions provider’s 2015 Marketing Trends Survey released this week reports that 54% of marketers expect to see bigger budgets in the coming year (versus 46% last year), and that one third of them are counting on increases of 10% or … Continue reading »

The Benefits of Marketing Automation

According to a Forrester report, as of December 2013, 58% of all top performing companies were using marketing automation. That percentage has increased substantially since then. For brands to provide relevant and unique journeys for their prospects and customers, marketing automation is necessary. Actually, customers have come to expect personalized and unique experiences. If marketers don’t … Continue reading »

Marketers Media Mix and How It’s Changing

Digital channels are beginning to rank among the top-budgeted areas of marketers’ program spend, finds the CMO Council in its latest State of Marketing report [download page]. Indeed, websites, microsites and communities now rival trade shows and conferences in share of planned program spend, outweighing TV advertising as well as lead generation and thought leadership (including … Continue reading »

Cross Channel Marketing – Traditional to Digital [infographic]

This infographic illustrates the results from a survey of 1,000 digital marketers and ecommerce professionals conducted by Econsulting and Oracle Marketing Cloud. The findings include: marketing integration activities, mobile marketing, and balancing acquisition versus retention . How are your marketing activities integrated and measured? To learn more – call 877.447.0134.

Marketing Automation Adoption Rates

According to The State of Marketing Automation 2014 report, Marketing Automation systems which were used primarily for email automation have now become sophisticated platforms capable of transforming organizations’ revenue generating capacity. It explores how Marketing Automation platforms are used by marketers today, including the challenges faced and the benefits reaped post-implementation. Level of B2B Marketing … Continue reading »

The Future of Marketing is Automation

Email is one of the most widely used and established platforms and has long been the cornerstone of many business-to-business (B2B) marketing plans. Even as new digital marketing and advertising platforms, formats, and channels draw companies’ attention and budgets, email remains vitally important and is arguably more valued by B2B marketers now more than ever … Continue reading »

Which Marketers Are Using Marketing Automation [survey]

24% of marketers say they don’t use any tools to manage their email campaigns, according to a recently-released Marketo study. 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, … Continue reading »

How to Increase ROI with Marketing Automation

Automated campaigns deliver 200% higher conversion rates compared to other emails.   How to achieve similar returns on your automated marketing initiatives: 1. Targeting Targeting is no longer a simple matter of demographics. Successful automation combines online behaviors with known information to create a complete picture of: A person’s roles and responsibilities. Specific business pains … Continue reading »

Increase in Online Presence a Priority For 2014 [study]

Next year, SMBs are planning to focus on building more of their businesses online. Research from j2 Global indicated that a general increase in online presence, including things as basic as setting up a website or online store, was the top priority for 2014 for nearly three in 10 SMB professionals surveyed. Automating marketing email … Continue reading »