The future of marketing is sitting at our doorstep. It’s up to you as a modern marketer to take the first step and optimize the way you market to customers and prospects. Marketing automation is the platform that will help you manage the workflow through this brave new world and its amazingness cannot be overstated. What does marketing automation amazingness look like? Customers and prospects who have more automated yet personalized experiences, a marketing department that is sourcing pipeline, a much more productive sales team, and a happy CEO who is experiencing more revenue with less effort. In order to reach a state of marketing automation amazingness you will likely need help. The important thing to remember is that you don’t have to go it alone. Marketo has created the Marketin
Before the internet and social networks, buyers had limited ways to obtain the purchase information they needed, so the seller controlled the buying process. But then, buyers moved into the power position. They could access the information they wanted on their own online, anywhere and at any time. And they could delay engaging with selling representatives until they knew as much (or more) than the salesperson did. For example, think about how you approach buying a car. You don’t go to a dealer until you know exactly what model you want, and how much you want to pay, right? To address the challenge, Marketing started to play a larger role in the revenue process. They nurtured relationships with early-stage prospects, and tracked buyer behaviors to see the signs of when a buyer is bec
There is a lot of discussion about buying marketing automation, but we less often we see information about implementation strategies and what to do after go-live. Implementing a marketing automation solution is just the beginning to achieving marketing greatness. So many companies choose a technology and get everyone psyched for huge changes, only to lose steam. What can you do after kick-off to make sure that you are continuously improving and milking huge ROI out of your marketing automation software? Fortunately, there are many techniques you can use in order to enable your teams and identify the skills needed to see significant success. At Marketo, we work with customers on a daily basis to make sure that they have what they need to be successful with marketing automation, and w...
A couple of weeks back, I started a blog series about how to succeed with marketing automation post implementation. The core idea of the series is that implementing marketing automation software is only the beginning; you really need to align your people, processes, and technology in order to really be successful. If you haven’t seen the first post, How to Succeed with Marketing Automation, Lesson 1: The Discovery Workshop, be sure to give it a read. In it, I discussed how to conduct a Discovery Workshop, a full day session or series of questions that help you flesh out your business requirements. After you have completed your Discovery Workshop and have a really solid understanding about how your business operates and where marketing automation fits in, the next step in the process
Marketing automation is not a new concept. According to the Google Ngram Viewer, the term was first used in 1980, and then started to gain traction in the late 1990s. Today it is as hot as it has ever been. What is the history? And why has marketing automation suddenly come into the spotlight? As a our new video The Dawn of Marketing Automation states, “In a primitive world, marketers were forced to dig up leads, a miserable job at best. Finding the most unqualified leads at the bottom of the barrel. How could they be qualified? They couldn’t. And sales just had to deal…sucks to be sales”. For decades marketing and sales have struggled to remain aligned, and marketing has struggled to tie revenue directly to marketing programs. With modern business changing the marketing profess
For our recent Definitive Guide to Marketing Automation launch, I interviewed several marketing automation experts to get their input on key questions such as the future of marketing automation and it’s key benefits over an Email Service Provider (ESP). I had so many awesome answers from thought leaders, that I wanted to create a blog series that showcased their advice and opinions. First we had Joseph Zuccaro Discusses What You Need To Ace Your Marketing Automation Implementation. Now we turn to John McTigue, EVP and Co-Owner of Kuno Creative, for his insight into what it takes to be successful with marketing automation. John has over 30 years business experience and focuses on business development, strategic partnerships, and enterprise inbound marketing. 1) What do you think th
Modern marketing in the digital age is not just about numbers and processes. Buyers, (even those empowered by easy access to information) are still humans – which means they make decisions based on emotional connections, stored memories, images and feelings more than rational evaluations. This is about your brand in general, but there is also a strong connection to how you market your company. When a customer loves your marketing, they are more likely to love your brand – and when they love your brand, they are more likely to purchase your products and services. To this end, I sometimes get asked, “How does marketing automation software help me to create marketing that my customers love?” Perhaps they are confused by the term automation. It has long been an imperfect term to des
Marketing automation is a great solution to help drive your business. Marketers need to be more accountable, engage with customers and potential buyers, and also scale their activities. They are increasingly spending more dollars on technology to support these activities, and in the near future may even out pace CIOs on technology spend. While there is a great deal of discussion on the undeniable advantage marketing automation can provide, there has been less discussion around what that means for your team. Technology is awesome, but it really is only as good as the people who implement it and manage it on a day-to-day basis. That’s why it is important to think about your team structure when putting software systems in place. Here are a few thoughts on who you need on your team t