One of the most powerful attributes of marketing automation software is its ability to segment your audience into highly specific categories based on demographic and behavioral characteristics. As a healthcare organization (say, a hospital system), you can appreciate the diversity in your audience and how in your messaging, one size usually doesn’t fit all. Imagine being able to segment with exact precision (e.g., women over 50 who live in Cuyahoga County who have attended one of your health fairs in the last year) and then set up delivery of messages that apply to this specific audience once they click on a link in your standard health newsletters.… Read the rest
News & analysis on digital marketing & analytics
Reporting on campaign ROI (return-on-investment) has traditionally been among the least successfully practiced marketing automation techniques (and at least one survey bears this out … to the tune of 39% “successfully practicing”).
A lack of campaign ROI reporting is generally associated with a lack of “closed-loop reporting,” which connects Web analytics to CRM systems in order to show leads and customers generated from website visitors. Another reason for incomplete ROI reporting is the inability to track multi-touch campaigns, i.e.… Read the rest
The marketing automation train has left the station. Or, more specifically, the marketing automation train is moving full steam ahead. To get a sense of just how much marketing automation is growing, consider some of the following.
IDC predicts that the total market for automating marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015. Some of the factors influencing its growth are changing buyer behaviors; the emphasis on revenue generation and measurement in the wake of the 2008 recession; and the ease of adoption through the software-as-as-service (SaaS) delivery model (via Marketo).… Read the rest
You may have heard about the power of marketing automation to increase efficiency, but how, exactly, does this happen?
One way this happens, according to Selligent and Lenskold Group, is when a company’s marketing automation provides a single customer view—combining customer interactions, insights and resulting actions—it is more likely to report having a “highly effective and efficient marketing.”
Lenskold Group also reported (emphasis added):
“A relatively obvious but significant finding is that marketers, using integrated marketing automation, are far more capable of measuring and improving lead quality (47% of respondents versus 24% of those that don’t use marketing automation).”
Speaking of lead quality, another obvious sign of efficiency is the ratio of quality leads that marketing delivers to sales.… Read the rest
As email marketers, we spend a lot of time worrying about our messages. Are we sending the right message, at the right time, to the right person? Is everything rendering properly? What’s the most eye-catching subject line? And are these darn things even making it into the inbox?
With so much focus on messaging, it’s easy to forget about the foundation of your email program—the quality of your email list. If your messages have been failing to produce the results you want, spend some time analyzing your list itself. … Read the rest