Three Things to Look For in a Marketing Automation Platform

Three Things to Look For in a Marketing Automation Platform
We are at a turning point in business, where automation is disrupting all areas of the enterprise. Every department is now using automation in some form or another, from sales to manufacturing. Now, marketers — who have long been underserved in this area — finally have the opportunity to leverage automation as well. Marketing automation platforms are making it possible to drive more sales, improve productivity and eliminate time waste. It’s important...

Is Your Company Spinning its Tires with HubSpot? Read This.

Is Your Company Spinning its Tires with HubSpot? Read This.
It’s a problem that countless marketing departments are struggling with today: In an effort to streamline operations, many managers are investing in marketing automation platforms — only to get blindsided by the overwhelming amount of time and effort it takes to implement the system and start profiting. In many cases, marketing automation platforms are proving to be more trouble than they are worth. But this has little to do with the actual platforms...

Startups and SMBs: Use Marketing Automation to Give Brand Content Wings

Your marketing success begins and ends with content. No marketing automation platform—no matter how wonderful—can overcome the limitations of a weak marketing program. Yet, once your marketing ducks are in a row, marketing automation (MA) has a proven ability to increase your sales pipeline (by at least 10 percent) and revenues by up to 40 percent. A study by Ascend2 and Marketo found that a whopping 91 percent of the 25 percent most successful MA users

Martech and Sales tech are a perfect match – #marketingautomation

Martech and Sales tech are a perfect match – #marketingautomation
I really can't say it any better.  When Marketing Data, Sales Data, and Advertising Data are considered as a whole, there is no better way to understand and target your perfect customers. The magical trifecta is martech, adtech and sales tech, which a number of leading technology companies are bringing together to get the most bang for their buck. It's more than convenience-it's real passion and has the potential to bring together marketing and technology

Marketing Automation: Custom-Create Content for Your Unique Audience

Handcrafted content is not going away; it’s just being optimized through marketing automation. You’ll still need talented writers to create the best possible content for your brand messaging. What these authors won’t need to do is continually re-purpose the same content for various channels and other uses. With marketing automation, you can leverage content to provide better output to your audience. Marketing automation (MA) allows you to easily structu...

Stats Are For Losers, So Are KPIs

Stats Are For Losers, So Are KPIs
Back in 2009 Bill Belichick said, “Stats are for losers, final scores are for winners”.  A few weeks ago, the New York Football Giants head coach Ben McAdoo caused a bit of a dust-up when he said the same thing when questioned about the lack of sacks from his very expensive defensive line.  With Belichick’s career winning percentage hovering around .670 and the Giants currently on a 5-game winning streak, maybe we should take notice of what these men are s

Content is the fuel of Marketing Automation – Get the Mix Right

Content is the fuel of Marketing Automation – Get the Mix Right
I often talk about Content being the fuel of the Marketing Automation engine that generates leads. However, just like in a gasoline engine, there is such a thing as having too much fuel. The right air-to-fuel ratio is needed to get an internal combustion engine to run at top performance. That is, you want to have exactly the right amount of air mixed with the fuel in the combustion chamber to burn off all the fuel. There may be times to run rich (to produc...

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.

Fake Sales and Marketing Stats are not needed – #marketingautomation

Fake Sales and Marketing Stats are not needed – #marketingautomation
The less-than-reputable infographic shown above and the often quoted factoid,  "Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete"   (See this  great article by Jeffery L. Josephson that questions the origin and validity of the quote and even the existence of the study to which the quote as been attributed) are often used to justify investment in Marketing Automation, Content Marketing, and other

Why You Are Losing Leads by Not Integrating Events with Marketing Automation

Why You Are Losing Leads by Not Integrating Events with Marketing Automation
Everything from initial customer contact through to the sale and on to post-sale interaction should go through the Marketing Automation Platform (MAP).  That doesn't mean that Marketing will own every touch, but the data from those touches should be brought back to the MAP.  The goal is to find those touches that generate real customers and to track cost. Live events are included in everything.  Before you head out to an event, you should know who your