B2B Marketing, Digital Media and Marketing Strategy
Today’s marketing simply wouldn’t exist without marketing technology. From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time.
Or at least that’s how it is supposed to happen.
You no longer create your marketing communications. You just create the rules. The system does the rest. [Read more…]
You 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…]
The 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…]
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…]
Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core.
Content is definitely one path, and the path most companies traditionally take. However, it isn’t the only viable approach. During Marketo’s Social Rockstar Tour presentation, they presented two alternatives to content in inbound marketing.
With more content competing for attention every day, is it time to add these alternatives to your inbound marketing plan? [Read more…]