Open Brands: An Inside Look at the Evolution of Marketing Automation

Despite being thrown for a loop by its brand image, sometimes the best way to overcome negative branding perception is to build your brand. And that is precisely what companies like HubSpot have started to do. After bringing mobility online, HubSpot has taken a bold step by launching marketing automation into the open ecosystem – allowing anyone to integrate their platform and gain access to all of its services.

This is an interesting development. However, anyone in the business world knows that marketing automation has become the most critical tool for companies of all sizes today. So why would you want to integrate marketing automation with a completely different platform? The answer lies in two obvious reasons.

Today’s marketers are trained to think about multiple channels of communication, and open platforms are a crucial part of that mix.

There are many less-than-stellar marketing automation platforms to choose from, and sometimes brands have to choose between the lesser of two evils. Open platforms present an opportunity for teams to work on multiple components of their campaigns in the same platform, which gives their business a much needed level of flexibility.

One can not underestimate the importance of data management, and open platforms provide easy access to it. This benefits organizations in that it allows teams to leverage existing data sources to their best advantage, while simultaneously de-prioritizing new data sources that lack proven success metrics.

As we continue to see open platforms become more and more popular among marketing teams, it would make sense that traditional business software platforms are starting to be asked to integrate marketing automation and security solutions.

The challenge for open platforms is that they are constantly being pushed into new areas, and they are used to every age of online marketing. This technology is adapted to a brand, not to a single team within that brand. As a result, integration with other platforms is different to the point of being undefinable.

So, how can the open platforms convince their customers that they are ready to expand? They need a way to demonstrate that the value will be gained beyond what a standard marketing automation platform is able to offer. The best way to do that is by promoting open standards. For example, HubSpot has already partnered with other open platforms such as TrueCar and Deckers.

The same level of loyalty is warranted for companies like Salesforce that want to work with them. When you can control your user experience and platform, you gain the opportunity to control the platform you are choosing. For example, with Salesforce, you can better leverage a sales team’s marketing automation platform to send deals to touchpoints at sales houses, or to enable CRM teams to view lead information from a calendar stream.

These are just some of the benefits a marketing automation platform with open standards can deliver.

Marketing Marketing Automation Sales Automation

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