How to Build a Successful Marketing Automation Program

A messy marketing automation is the most profitable, yet most lack the cost-effective results because they are static, meaning they lack highly motivated activities that maintain consistency, according to Marketo CEO, Scott Blum.

The continuous loop of recurring marketing tasks for automation is about to enter the enterprise and could impact the current goals of those new marketers. If integrated well, however, it can support new goals such as a move from pure automation to true programmatic buying of data-driven ads, driving higher lifetime value.

The Right Reasons for Marketing Automation

Marketing automation is gaining momentum in the enterprise because it has an early start in embracing the right opportunities for marketing automation. A blog on Marketing as a Service by Major Bank demonstrates how the shift is set to change the business marketing landscape from traditional point-of-sale to marketing-led retail.

Some of the new movement is connected to many of the new marketing technologies, such as omni-channel marketing, customer engagement, and content marketing. But the heart of a successful marketing automation program will be one that is truly aware of the goals and objectives of the enterprise customers and their organizations. And marketing automation programs should have the ability to suggest current and future programs for programmatic buying with the customers based on their goals and corporate objectives.

Marketing automation is no longer a silver bullet solution; instead, it is a building block in a new type of marketing workflow that will be used by the enterprise for a variety of objectives, including:

Targeting customers based on profile data

Experimenting with loyalty programs

Collecting customer data and analyzing it

Creating unique content

Sharing this new marketing workflow with your marketing organization

Addressing any trends and opportunities

Following these tips for your marketing automation program:

Reporter Update: Integrate the right routing for your media buyer.

Time Leads: After the initial successful introduction of a new programmatic campaign, automate repeat buys of data-driven ads.

Combined Product and Marketing Solution: Use automated tools and processes to close deals, pitch new prospects and acquire new customers.

B2B Marketing Automation: implement automatic invoicing, routing and expensing, and automated attribution.

Pulse Help Desk: Make personalized requests of your enterprise to set up marketing automation, develop new accounts and increase engagement among customers.

Standalone Solution: Build custom program management tools and leverage low-cost software to support your enterprise.

Build Your Own: Setup your own program using multiple VMLs and use APIs to embed into your software.

Comprehensive Analytics: Access real-time data analysis from qualified users with intuitive dashboards for tracking marketing optimization and performance and postable reports for identifying purchase patterns.

Programmes and Benchmarks: Follow campaigns across campaigns, platforms and tags, and identify which channels and tabs drive the highest results.

Customer Service: Improve service and access the right support and experts for each account.

Use Case Playbook: Operate across the company as marketing automation systems collect, compare and report the best from campaigns, leads and accounts.

Productivity Improvement: Identify areas for improvement and analyze business best practices to make process changes.

Sell Lead Generation: Increase sales leads by regularly targeting prospects based on position, and improve follow-up with leads.

Sell Lead Conversion: Reverse this waterfall, and use automated tools and processes to improve conversion rates.

Use Your Keyword: Create custom bidding campaigns using you list to optimize purchase interest.

Use Extraction Events: Extend conversion path mechanics to sales organization and provide proof that your leads actually resulted in conversions.

Creating Marketing Automation

It’s helpful to start with some basics to get you through the very beginning of planning your program.

Content Engine Content Marketing

Content Marketing World 2019: Best Use of Blog, Facebook, Twitter

Read here to learn how to achieve an industry-centered strategy that gets the most out of your content marketing spend. In this way, content marketing becomes a case of knowing where the opportunity is and are you going to give it to the public. In the world of digital marketing, where speaking the language of the crowds has become an almost essential skill, getting noticed as a content creator isn’t always easy. With those Community Managers engaged on Facebook, Twitter, YouTube, and Reddit – they can spread the word on Google: and that sounds like a pretty big advantage. As much as we would like to think that a strong buy-now strategy will push us to purchase in the moment, the reality is that it won’t. Instead, you can segment your broader userbase with the right messages and offer a discount only for C2 customers, for example, a discount or a purchase promotion that only reaches the most likely buyers.When you combine lead scoring and personas with data analytics, buying intent should be kept simple. It is only part of a larger buying scheme, which consists of your most valuable content, offers, and marketing campaign data. When you collect the correct data, you can show the audience in the correct manner the content and offers they want to see in the relevant channels, at the right time. Unless you are a creative production company that actually spends their time creating things from scratch, writing and delivering a few thousand words of content for publication every day, you are likely to have a manageable percentage of publishable content on your blog or webpage. Not only is this the evidence in front of you, but also in front of the customers (who generally like to read content that is relevant to them and works for them). Marketers that value their branding and reputation will invest time in producing specific content for specific audiences, places, and occasions. As marketing transformation takes off, these are the types of things you will see getting organized – a stream of content, so to speak. When you have a lot of content and focus on producing compelling content, you will be able to reach the right audience in the right place at the right time, when they are ready to buy. And here’s the thing – the content marketers who are prepared to master the art of testing, and learn how to listen to their audiences, can earn some pretty big advantages in terms of their bottom line. Content Marketing World is an opportunity for you to stay up-to-date and learn new things, and to run towards the opportunities that will keep your website updated with high-quality, relevant content that will keep people coming back.

Content Engine

Jan 23
5 mins read

Content Engine Content Marketing

Digital Advertising Agency Kyobri Releases Data Driven Media Report

Global digital advertising agency, Kyobri, recently published a report that discusses the Content Marketing Service Industry, and helps guide a better understanding on what the future holds. The Data Driven Media Report was developed by Kevin Motts, Director of Competitive Intelligence at Kyobri, working with the analytics team led by Ariel Wilkerson, in collaboration with external editors from Kyobri and Deloitte. “Marketers need to consider this higher investment in content marketing services as one of the different ways to allocate marketing budgets. The data generated by content marketing services also helps a lot in showing the digital consumer when consumers have interest in a product, and when they don’t. By not only providing great content, but also by working with local leaders to the content itself, technology partners can expand into content services, and stand in the way of the bigger giants, such as Google. Once you have worked to understand content marketing and content marketing services, new opportunities will present themselves. This is why Co-grow with Gartner is discussing the technology uses in the content marketing space. Q&A: Motts Provides Tips on Successful Content Marketing Service Delivery Q: What are some of the biggest challenges to running content marketing services business? A: If you can find a content marketing services provider with a very engaged team, it will be easier to manage everything, including monitoring. When you sign up with a content services provider, you need to take the time to take a hard look at them and get to know them. There is another big thing that everyone in marketing knows is essential to building a company that sticks around over the long term, and it’s alignment between the people, strategy, and processes. Right now, the biggest technology I’m using is Google Analytics, which is a tool to measure the performance of a company’s efforts in multiple areas, both inside and outside the company. Although data is used to make decisions about creating content and how you will reach them, social listening and information sharing is also a key part of this: You need to know what’s happening on other channels, especially Facebook, Twitter, and LinkedIn, so that you’re not missing out on important conversations that people are having about the organization. In marketing, it’s a lot about trying to connect to people through the various ways they are consuming information. Both inside and outside the company, technology is your gateway to delivering high quality content in a way that people want to hear. I also see a lot of companies using surveys to get a better understanding of the people working for them.

Content Engine

Jan 23
5 mins read