Marketing Automation

Online marketers have a new imperative: rely less on gut instincts and more on automated processes to deliver the right message to the right person at the right time. Marketing automation tools, when used properly, can help marketers streamline resources and more effectively and efficiently manage data, content creation, digital assets, messaging, and segmentation. The opportunities are varied: from retargeting display ads and managing paid search campaigns, to optimizing email segmentation strategies, or sending out a simple tweet. Before investing time and money in automation, consider these do's, don'ts, and trends.

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Marketing Automation Mastery: Go for Easy, Not Simplistic

Mar 17, 2014 - Simplistic and easy are two terms that are far from interchangeable. As marketers, we want to develop easy (not simplistic) tools that are well-designed, repetition-minded, quick to learn, and all about mastery. Comments

The Power of Customer Engagement Is in Your Hands

engagement-consideration-seo Mar 11, 2014 - Engagement is not an event, it's a commitment - a nurturing process across channels. It's time that marketers become "engagement engineers" in order to capture higher share. Comments

The Power of CRM for Solo Professionals, Consultants, and Experts

shutterstock-159960029 Mar 10, 2014 - A detailed look at how a small business owner can acquire more customers, including tips on getting your name out there and resources to consult for better branding. Comments

5 Reasons You Need Buyer Personas

persona-shutterstock-143641738 Mar 7, 2014 - If you haven't yet created buyer personas at your organization, don't wait any longer. Developing buyer personas is a great way to go from one-to-many to one-to-one or one-to-few with your marketing. Comments

25 B2B Marketing Automation Thought Leaders You Must Follow

Twitter Logo Mar 6, 2014 - A look at the thought leaders you should be following on Twitter within several categories of marketing automation, including Content Creation, User Experience, Search Marketing, Email Marketing, Social Marketing, and Sales/Marketing Alignment. Comments

Marketing Automation and Olympic Figure Skating: Why Arbitrary Opinions Are the Enemy

automation-shutterstock-136061006 Mar 4, 2014 - There are specific processes inside of marketing automation platforms that are subject to the opinions of the users. The two best examples of this are lead scoring and nurture marketing. Comments

Why a Small Athletic Sportswear Company Doesn’t Want Customers

leads-shutterstock-165694019 Feb 27, 2014 - Small business owners spend too much time trying to make a direct sale. What smart marketers do is focus on generating qualified leads and nurturing those leads with information that's useful to them. Comments

Marketing Automation: It’s Not Just for B2B Marketers

b2c-b2b-shutterstock-137272184 Feb 26, 2014 - Marketing automation remains one of the most potent weapons that B2C marketers can use to reach their target markets. Here are four ways it can be used to transform B2C marketing. Comments

Do You Need Data Breach Readiness?

data-breach-shutterstock-135704429 Feb 25, 2014 - A sad fact of our time is that every company is at real risk for a criminal data breach, so a proactive approach is not only good for business, it's good for customers, too. Comments

Smart Marketing Automation

automation-shutterstock-136061006 Feb 24, 2014 - Marketing automation has come a long way. In the hands of the right operator, today's tools are incredibly powerful. And therein lies the rub - in the hands of the right operator. Comments

Sales Nurturing Campaigns Exposed

leads-shutterstock-154962107 Feb 20, 2014 - With sales nurturing campaigns, you can give your sales team the ability to stay top of mind, obtain more high-quality leads, and ultimately drive more revenue with the same headcount and budget. Comments

Websites Need to Become as Personalized as Email

personalization Feb 18, 2014 - We are at a point where the tools exist to make our websites just as targeted as our emails - technology today allows us to customize experiences, messages, and calls to actions across any content management system. Comments

Attribution Exposed: What Content Marketers Need to Know

attribution Feb 14, 2014 - A previous column on why we need new and better ways to track the content we produce struck a chord with marketers, so now here's a deeper look at the good, the bad, and the ugly of marketing attribution. Comments

Automation: For What to Do Now, and What to Do Next

automation-shutterstock-136061006 Feb 14, 2014 - Any company that uses marketing automation should be considering how the data being collected can not only inform what to market now, but also where to take the business in the future. Comments

Is Our Future Programmatic?

automation-shutterstock-87320653 Feb 11, 2014 - Programmatic marketing will likely be a big driver of display and other digital spending in the coming year, as the programmatic approach benefits all players in the ecosystem. Comments

Learning From the Super Bowl and the NFL About CRM

shutterstock-159960029 Feb 10, 2014 - How the NFL treats its team owners can give insight into how small businesses should tackle customer relationship management. Here are five tips. Comments

How to Fail with Marketing Automation

stamp-fail Feb 7, 2014 - The popularity of marketing automation is rising, but some people are failing at their implementations -- here are a few of the top reasons why. Comments

Does Your Email Marketing Suffer From Multiple Personality Disorder?

personality-shutterstock-23215003-1 Feb 4, 2014 - Healthy email marketing programs can manifest multiple personalities at any given time. Companies that are very successful at email marketing are those that learn to harness, control, and manage these personalities in productive ways. Comments

Marketing Automation Becoming More Human?

automation-shutterstock-136061006 Jan 30, 2014 - Just as thermostat technology has changed drastically over the years, marketing automation is making strides toward using big data to make marketing and sales more personal. Comments

How Are You Measuring Customer Success?

success-game Jan 29, 2014 - Marketers often struggle with measuring success, but it's important to be able to measure your efforts so that you can adjust and improve over time. Comments

2014 Starting Off with Terrible PR for Marketers

An eye in close-up superimposted by a screen of random numbers Jan 28, 2014 - Between data breaches and Congressional hearings, the year has started on a sour note for marketers. What can we do to remedy the situation? Comments

 

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