Without Marketing Automation, Are You Really Ready for 2017?

Marketing campaigns—to be successful and help brands reach their goals—require a lot of repetitive tasks. Just consider the messaging that must be sent through various channels to connect with your multiple buyer personas, and how those messages need to be followed-up, responses logged, data analyzed ... the list goes on. Thankfully, marketing automation solutions have emerged that spare marketers the tedium and minutiae involved in both getting the word o

Good Reasons to Outsource Marketing Automation

Is your marketing automation platform producing the anticipated results? If not, you’re not alone. Some 85 percent of B2B marketers feel they are not harnessing the full potential of their marketing automation platforms, according to SiriusDecisions. So, what’s going on? Fully 71 percent of marketing influencers polled by Ascend2 for its Marketing Automation Trends Survey this year report using marketing automation to some extent. Yet, the majority of t...

Marketing Automation: Not Always Easy, but Effective

The jury is still out on whether marketing automation is easy or difficult. A recent article in MarTech Today would have us believe it’s easy—even though the author starts out by telling us that experts say it’s “complex.” What is it about marketing automation that generates such a wide spectrum of opinion on its ease of use? The source of this discrepancy is likely the prerequisites for optimizing marketing automation: a clean database, spot-on audienc...

MA Resolves Top Marketing Challenges Identified by HubSpot Study

According to a HubSpot survey of 4,500 marketing and sales professionals, the top marketing challenges for businesses are generating traffic and leads (65 percent of respondents) and proving the ROI of marketing activities (43 percent). To address these challenges, successful companies are turning to marketing automation software, which is also known in some quarters, aptly, as “lead generation software.” Here’s how the technology helps relieve these tw...

Everyone needs a #marketingautomation operational checklist

Everyone needs a #marketingautomation operational checklist
I used to post a lot of these. I thought it was "provocative" to point out when companies (especially big, well known brands) made mistakes on an Email Marketing campaign or inside a nurture campaign. I even caught American Express messing up an email blast once. However, after a while I realized it was NOT such a rare occurrence. This time it is Travelocity. Use a Checklist My dad was in military operations/preventative maintenance engineering. He used

MarTech: Current and Future Trends of a Fast-Developing Mega Billion-Dollar Industry

MarTech: Current and Future Trends of a Fast-Developing Mega Billion-Dollar Industry
The news is pretty straight-forward.  The MarTech and Marketing Automation (MA) market continues to grow. However, many of these tools and trends only apply to the largest enterprises with mountains of budget, staff and technical support available to implement them. For the SMB, options are much more limited. Implementing Marketing Automation on a Limited Budget I believe there are two keys for the SMB to effectively implement MA: Implement using a

Can Startups and SMBs afford #MarketingAutomation

Can Startups and SMBs afford #MarketingAutomation
In the article on tech.co that I linked to below, author Holly Chavez hits the nail right on the head. COST is the first thing she calls out as a barrier to realizing the benefit of Marketing Automation (MA).  She points out a few MA tools that have low monthly subscription fees, but then sidesteps the issue of what it takes to actually implement and operate any MA tool, no matter what the acquisition cost.  Total Cost of Ownership (TCO) is the real issue.

5 Ways Marketing Automation May Be Doing Your Business More Harm Than Good

5 Ways Marketing Automation May Be Doing Your Business More Harm Than Good
Now that is one provocative title for a blog post! However, it's not mine.  It comes from a post one the Entrepreneur.com website by AJ Agrawal (link below).  It's right up there with, "With great power, comes great responsibility." The article itself, not so much. Two big take-aways. Marketing Automation is so much more than email marketing.  The author says that if that's all you are using it for, you are not getting its full range of benefits.  That