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When Marketing Automation Is the Wrong Solution

May 21, 2013 by 11 Comments

Chainsaw PumpkinYou wouldn’t jump in your car to go from the living room to the kitchen or pull out the chainsaw to cut a stick of butter.

Just because it is a more more powerful solution doesn’t mean it is necessary or advisable.

Marketing automation is quickly becoming like the self-driving car for B2B marketing. Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. [Read more...]

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Filed Under: Marketing Technology Tagged With: , ,

Are Machines the Future of Marketing?

March 14, 2013 by 10 Comments

Watson on JeopardyThe idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing plan seems pretty far-fetched.

When IBM’s Watson can tackle healthcare issues, marketing advice from machines doesn’t seem so unlikely anymore.

As marketers, we will soon be the managers of the machines that are managing our marketing. Are you ready? [Read more...]

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Filed Under: In Theory, Strategy Tagged With: , , , , , , , , , , ,

Email Best Practice or Recipe for Disaster?

January 3, 2013 by 10 Comments

Email TipsYou strive to improve the performance of your email marketing. You test exhaustively. You pore over every benchmark and research study.

Subject lines, call to action, offer, design, images. You examine everything in your bid for more opens, more clicks, more leads and more sales.

These recent statistics and anecdotes point to a clear way to increase email open and click rates, but read on before you decide to test these approaches. [Read more...]

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Marketing Automation’s Next Frontier: Madison Avenue

November 15, 2012 by 2 Comments

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when.

This represents a significant investment but, for many companies, the application has been limited to emails and landing pages.

The real value is in the rules and logic used to deliver the right message at the right time. The next evolution in marketing automation will be extending the application of these rules across the full spectrum of digital and addressable marketing channels. [Read more...]

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Filed Under: Marketing Technology Tagged With: , , , , ,

Content Syndication Options for B2B Lead Generation

July 10, 2012 by 6 Comments

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers.

Definitions:

  • Content syndication refers to distributing content through publishers and requiring registration in order to capture contacts.
  • Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs.

As demand for B2B lead generation programs increases, new providers are springing up, sporting slick new websites, massive email databases, lower costs and brand new approaches.

As the landscape changes, here are some of the benefits and drawbacks [Read more...]

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Filed Under: Content, Demand Generation Tagged With: , , , , , , , , , ,

7 Steps to Find Your Content Marketing Sweet Spot

June 14, 2012 by 9 Comments

The Content Marketing Sweet SpotYou are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content.

Your content supports the sales process and effectively communicates the value of your solutions to prospects.

Now, you are ready to use content marketing to raise the profile of your company overall.

Content that drives overall visibility for your company is different. To broadly improve your visibility within your market, you need to focus [Read more...]

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Filed Under: Content, In Practice, Strategy Tagged With: , , ,