This document discusses how marketing automation can help address challenges facing modern marketers, such as unstructured data, siloed teams, high costs, and long sales cycles. It provides examples of how marketing automation solutions from Eloqua have helped companies in healthcare, insurance, financial services, and manufacturing industries by centralizing data, automating tasks, integrating systems, and providing metrics to measure effectiveness. Overall, the document argues that marketing automation can help empower marketers and drive revenue growth.
Marketers are leveraging the power of marketing automation to refine, target, and optimize program initiatives, including customizing content and automating communications. Marketing automation technology empowers marketers to improve their knowledge of buyer behavior and understand how it plays out in campaigns.
Keen to understand more on Oracle Marketing Cloud, how it plays an crucial insights for marketers within the organisation to add more revenue generating sparks to grow the company's business. Talk to us today to find out:
Name: Aaron
Company: Phincon Pte Ltd
Email: aaron.boo@phincon.com.sg
marketing-automation-simplified-gd-oracleElle Lucas
This document discusses marketing automation and its role in modern marketing strategies. It outlines the key components of marketing automation, including database marketing, targeting and segmentation, trigger-based marketing, email marketing, social media, lead management, and business intelligence. The document advocates for integrating marketing automation technologies with CRM platforms to centralize data and automate multi-touch engagement campaigns. This allows marketers to better target prospects, understand buyer behavior, and deliver timely and relevant communications.
Marketing Automation Simplified. The Small Guide to Big IdeasEvgeny Tsarkov
This document provides an overview of marketing automation and its various roles. It discusses how marketing automation can be used to better understand buyer behavior through digital signals like website interactions and social media activity. It also explains how automation helps with targeted messaging by allowing segmentation of prospects. Additionally, it covers how automation supports trigger-based marketing to send timely communications, centralized email marketing, and influencing prospects through social media and content marketing. The document is intended to help readers understand the key aspects of modern marketing that can be enhanced through automation technology.
Technologyadvice social crm buyers guideMarcel Mitura
This document provides an overview of social CRM software. It defines social CRM as combining social media management capabilities with traditional CRM to help brands better engage customers. The market for social CRM software is growing rapidly and was predicted to be worth $9 billion by 2018. The document discusses key features of social CRM software like enhanced customer profiles, social listening, sentiment analysis and social selling. It also provides common use cases for social CRM in sales, marketing and customer service. Finally, it offers tips on gaining executive support for social CRM initiatives.
This document discusses the growing role of marketers in leadership positions, including on company boards. It notes that while marketers are increasingly gaining board seats, the pace of change is still slow. Marketers are demonstrating their value through data-driven strategies and customer-centric approaches to growth. As the role of marketing expands, more marketers are developing the broad business skills needed for executive leadership. The document examines trends in board representation for marketers in various countries and regions.
150803_Marketing ID_5 Data-Driven Marketing Mistakes To AvoidHawthorne
This document discusses 5 common mistakes companies make with data-driven marketing and how to avoid them. The mistakes include not considering consumer motivations beyond just numbers, overlooking extracting actionable insights from data, not thoroughly researching key consumer trends, not fully utilizing available technology tools, and shifting focus away from ultimate consumer engagement. By avoiding these mistakes, companies can better analyze data to build stronger customer bases and improve returns from marketing investments.
This document discusses how predictive analytics can help sales and marketing organizations overcome challenges posed by growing multi-channel marketing strategies and big data. Predictive analytics provides the ability to analyze historical sales and marketing data to determine how customers are likely to behave in the future. This allows companies to improve key operations like customer retention, acquisition, cross-selling, and price optimization. The document outlines best practices for building predictive models, including understanding business needs, preparing data, modeling, and evaluating results. It also highlights the benefits of WebFOCUS RStat for predictive analytics and a success story at a discount retailer.
This document discusses how marketing automation can help address challenges facing modern marketers, such as unstructured data, siloed teams, high costs, and long sales cycles. It provides examples of how marketing automation solutions from Eloqua have helped companies in healthcare, insurance, financial services, and manufacturing industries by centralizing data, automating tasks, integrating systems, and providing metrics to measure effectiveness. Overall, the document argues that marketing automation can help empower marketers and drive revenue growth.
Marketers are leveraging the power of marketing automation to refine, target, and optimize program initiatives, including customizing content and automating communications. Marketing automation technology empowers marketers to improve their knowledge of buyer behavior and understand how it plays out in campaigns.
Keen to understand more on Oracle Marketing Cloud, how it plays an crucial insights for marketers within the organisation to add more revenue generating sparks to grow the company's business. Talk to us today to find out:
Name: Aaron
Company: Phincon Pte Ltd
Email: aaron.boo@phincon.com.sg
marketing-automation-simplified-gd-oracleElle Lucas
This document discusses marketing automation and its role in modern marketing strategies. It outlines the key components of marketing automation, including database marketing, targeting and segmentation, trigger-based marketing, email marketing, social media, lead management, and business intelligence. The document advocates for integrating marketing automation technologies with CRM platforms to centralize data and automate multi-touch engagement campaigns. This allows marketers to better target prospects, understand buyer behavior, and deliver timely and relevant communications.
Marketing Automation Simplified. The Small Guide to Big IdeasEvgeny Tsarkov
This document provides an overview of marketing automation and its various roles. It discusses how marketing automation can be used to better understand buyer behavior through digital signals like website interactions and social media activity. It also explains how automation helps with targeted messaging by allowing segmentation of prospects. Additionally, it covers how automation supports trigger-based marketing to send timely communications, centralized email marketing, and influencing prospects through social media and content marketing. The document is intended to help readers understand the key aspects of modern marketing that can be enhanced through automation technology.
Technologyadvice social crm buyers guideMarcel Mitura
This document provides an overview of social CRM software. It defines social CRM as combining social media management capabilities with traditional CRM to help brands better engage customers. The market for social CRM software is growing rapidly and was predicted to be worth $9 billion by 2018. The document discusses key features of social CRM software like enhanced customer profiles, social listening, sentiment analysis and social selling. It also provides common use cases for social CRM in sales, marketing and customer service. Finally, it offers tips on gaining executive support for social CRM initiatives.
This document discusses the growing role of marketers in leadership positions, including on company boards. It notes that while marketers are increasingly gaining board seats, the pace of change is still slow. Marketers are demonstrating their value through data-driven strategies and customer-centric approaches to growth. As the role of marketing expands, more marketers are developing the broad business skills needed for executive leadership. The document examines trends in board representation for marketers in various countries and regions.
150803_Marketing ID_5 Data-Driven Marketing Mistakes To AvoidHawthorne
This document discusses 5 common mistakes companies make with data-driven marketing and how to avoid them. The mistakes include not considering consumer motivations beyond just numbers, overlooking extracting actionable insights from data, not thoroughly researching key consumer trends, not fully utilizing available technology tools, and shifting focus away from ultimate consumer engagement. By avoiding these mistakes, companies can better analyze data to build stronger customer bases and improve returns from marketing investments.
This document discusses how predictive analytics can help sales and marketing organizations overcome challenges posed by growing multi-channel marketing strategies and big data. Predictive analytics provides the ability to analyze historical sales and marketing data to determine how customers are likely to behave in the future. This allows companies to improve key operations like customer retention, acquisition, cross-selling, and price optimization. The document outlines best practices for building predictive models, including understanding business needs, preparing data, modeling, and evaluating results. It also highlights the benefits of WebFOCUS RStat for predictive analytics and a success story at a discount retailer.
Ten Steps to Building a Brand Publishing Center of ExcellenceComBlu, Inc.
In conjunction with the Forbes CMO research, the Brand Publishing Institute (BPI) has just released an additional report that examines the 10 best practices required to effectively build a publishing center of excellence.
This report is designed to provide marketing executives a holistic methodology for organizing, optimizing, and systematizing enterprise-wide publishing processes.
In addition, this framework provides an objective lens to help marketing executives evaluate the many technologies, skills sets, organizational changes, and process redesigns they will need to consider as they build a publishing competency.
The Brand Publishing Institute offers best practices research, executive education workshops, and practitioner certification programs designed to teach marketing leaders – and their direct reports – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs. www.brandpublishinginstitute.com
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter SellingLexisNexis
Top-performing sales organizations are meeting the challenges of identifying the most likely buyers of their products and services through the deployment of sales intelligence solutions that introduce a wide variety of data streams to their front-line staff. By empowering their sellers with better information about their prospect companies, markets and individuals, these firms are able to maximize their chances of hitting quota, and at the same time create efficiencies within the sales operation environment.
How digital technology is reshaping marketing organizationsTim Nagels
The document summarizes how digital technology is reshaping marketing organizations. It discusses how new skills, organizational structures, and partnerships are needed to adapt to changing customer expectations and the faster, more data-driven environment. Specifically, it explores how the roles of the CMO and marketing are being redefined and how marketing is extending across the entire business and overlapping with other functions like IT, HR, operations, and sales.
The document discusses the rise of customer life-cycle marketing systems (CLCMS) and their importance for CMOs. It makes three key points:
1) CMOs need a central technology hub to manage all customer interactions across the customer life cycle in order to optimize marketing.
2) Vendors are developing CLCMS that integrate customer data, marketing operations, interactions, reporting and analytics to help CMOs address growing complexity.
3) Over the next three years the CLCMS landscape will be noisy as vendors work to demonstrate integration, reduce costs and complexity, and fully embrace a customer life cycle approach rather than just focusing on campaigns.
The document discusses nine trends that will reshape marketing in 2019. It focuses on how new technologies like artificial intelligence, machine learning, and increased data availability will transform the field. Some key trends include the rise of "martechers" who are tech-savvy marketers, the need for a new role of Director of Marketing Data, and how AI will enable truly personalized hyper-targeted marketing at scale. Digital marketing agencies are also transforming into "consulgencies" that focus more on consulting services and technology.
Gone are the days when marketing chiefs focused solely on the classic 4Ps: Product, Price, Promotions and Place - they now must take an integrated approach to drive company goals.
B2B CMOs face three key initiatives in 2013:
1) Use customer data and insights to focus marketing efforts on high-value customers.
2) Optimize marketing automation and technology to better engage customers across channels like mobile.
3) Develop strong branded content strategies including shorter, shareable content to build their brands.
Social media is impacting business relationships and expectations. Traditional CRM focuses internally while social CRM engages customers through social media conversations. Social CRM benefits organizations by helping marketing better target customers, sales access more customer information, and service empower customers. Leading social CRM platforms include Microsoft Dynamics CRM, Salesforce.com, and SugarCRM which integrate social media into traditional CRM systems.
This document summarizes research from Aberdeen Group on how best-in-class sales organizations use social relationships to build a better sales pipeline. The summary is:
1) Best-in-class firms use social media like LinkedIn more effectively than average firms to originate deals and influence buying decisions, with over half of their deals influenced by social relationships.
2) These top firms focus on creating meaningful sales conversations tailored to customers' needs rather than just adding deals to meet quotas. They also better share knowledge among reps.
3) Utilizing social relationships allows reps to have more personalized interactions with prospects and learn more about their needs, leading to higher quality deals and pipelines for best-in-class companies.
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
Presentation at Loriman Social Media Seminar on Automated Marketing Software Solutions. Features to look for, Solutions and Pricing. It is an overview of the landscape for software to power marketing, lead generation and sales.
This document is a report on the state of marketing in 2016 based on a survey of nearly 4,000 marketing leaders worldwide. Some of the key findings include:
1) Customer satisfaction has become the top measure of success for marketers and customer engagement is now a top priority over brand awareness.
2) High-performing marketing teams focus on building deeper customer relationships while moderate and underperforming teams struggle more with budget and new business development.
3) Digital marketing now accounts for over two-thirds of total marketing budgets and this share is expected to continue growing in the next two years.
Marketing automation solutions integrated with CRM systems can improve business efficiencies from offer to order by:
1) Allowing CEOs to monitor the entire process from marketing campaigns to orders.
2) Providing sales teams with up-to-date prospect profiles and behaviors to qualify leads.
3) Helping CMOs analyze marketing program effectiveness and target offers more easily.
4) Giving CFOs visibility into how marketing spend translates to revenue.
The presentation entitled, "Demand Generation Marketing: How to Successfully Create Demand through
Outsourcing" is presented by Larry Fleischman, Director of Marketing for Televerde, a leading B2B provider in sales pipeline development solutions. For more information on demand generation marketing, visit the
Televerde website at http://www.televerde.com/solutions/demand-generation-marketing.
The document analyzes emerging tools and technologies that can help social marketers improve their strategies and measure return on investment. It highlights five vendors - CommandPost, Expion, Insightpool, LiftMetrix, and Traackr - that provide solutions to better understand audiences, facilitate engagement at scale, and optimize social initiatives. CommandPost helps analyze audience insights and engagement. Expion offers a platform for managing complex global social campaigns. Insightpool applies marketing automation to social media. LiftMetrix measures social media ROI. Traackr helps identify and manage influencer relationships.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
This document discusses the importance of an integrated approach between marketing and supply chain operations for efficient e-commerce fulfillment. It notes that without integration, organizations can struggle to fulfill orders efficiently, leading to delayed shipments, increased costs, and poor customer experiences. The document defines demand and supply integration as tying together marketing initiatives with supply chain management to make informed decisions. It provides examples of how lack of integration can result in unnecessary costs and issues. It also discusses challenges of omnichannel fulfillment and key metrics for measuring fulfillment effectiveness. The importance of an integrated IT system to provide visibility across functions is also covered.
No business can exist in isolation. The need to delve deep into understanding customer behavior and trends has become all the more crucial in this age of Social Media omnipresence. A powerful tool, Social media analytics (SMA) is a veritable boon for
companies to unearth prevalent customer preferences by gathering and analyzing data spread throughout the Web, on diverse online platforms such as social media websites, blogs, photo and video sharing sites. This vast chunk of information enables businesses to gain valuable insights and proficiency; and helps them gauge the pulse of the market, which ultimately aids in converting information into robust actionable strategies.
Marketing Automation: The Power and the GloryAct-On Software
The document discusses marketing automation and the results of a survey of 204 B2B marketers who use marketing automation. It provides data on topics like adoption levels, satisfaction, funding sources, ROI metrics, and obstacles to implementation. Key findings include that over half have used marketing automation for 2+ years, generating new leads is the most important benefit, and lack of staff/skills and budget are the top obstacles.
San Juan Bautista de La Salle vivió en Francia en el siglo XVII y fundó la orden de los Hermanos de las Escuelas Cristianas para educar a los niños pobres. Reunió a un grupo de maestros para abrir escuelas gratuitas para los niños desfavorecidos. A pesar de la oposición, expandió su obra educativa por toda Francia y luego por el mundo. Fue canonizado en 1900 y nombrado santo patrón de los que trabajan en educación.
Ten Steps to Building a Brand Publishing Center of ExcellenceComBlu, Inc.
In conjunction with the Forbes CMO research, the Brand Publishing Institute (BPI) has just released an additional report that examines the 10 best practices required to effectively build a publishing center of excellence.
This report is designed to provide marketing executives a holistic methodology for organizing, optimizing, and systematizing enterprise-wide publishing processes.
In addition, this framework provides an objective lens to help marketing executives evaluate the many technologies, skills sets, organizational changes, and process redesigns they will need to consider as they build a publishing competency.
The Brand Publishing Institute offers best practices research, executive education workshops, and practitioner certification programs designed to teach marketing leaders – and their direct reports – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs. www.brandpublishinginstitute.com
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter SellingLexisNexis
Top-performing sales organizations are meeting the challenges of identifying the most likely buyers of their products and services through the deployment of sales intelligence solutions that introduce a wide variety of data streams to their front-line staff. By empowering their sellers with better information about their prospect companies, markets and individuals, these firms are able to maximize their chances of hitting quota, and at the same time create efficiencies within the sales operation environment.
How digital technology is reshaping marketing organizationsTim Nagels
The document summarizes how digital technology is reshaping marketing organizations. It discusses how new skills, organizational structures, and partnerships are needed to adapt to changing customer expectations and the faster, more data-driven environment. Specifically, it explores how the roles of the CMO and marketing are being redefined and how marketing is extending across the entire business and overlapping with other functions like IT, HR, operations, and sales.
The document discusses the rise of customer life-cycle marketing systems (CLCMS) and their importance for CMOs. It makes three key points:
1) CMOs need a central technology hub to manage all customer interactions across the customer life cycle in order to optimize marketing.
2) Vendors are developing CLCMS that integrate customer data, marketing operations, interactions, reporting and analytics to help CMOs address growing complexity.
3) Over the next three years the CLCMS landscape will be noisy as vendors work to demonstrate integration, reduce costs and complexity, and fully embrace a customer life cycle approach rather than just focusing on campaigns.
The document discusses nine trends that will reshape marketing in 2019. It focuses on how new technologies like artificial intelligence, machine learning, and increased data availability will transform the field. Some key trends include the rise of "martechers" who are tech-savvy marketers, the need for a new role of Director of Marketing Data, and how AI will enable truly personalized hyper-targeted marketing at scale. Digital marketing agencies are also transforming into "consulgencies" that focus more on consulting services and technology.
Gone are the days when marketing chiefs focused solely on the classic 4Ps: Product, Price, Promotions and Place - they now must take an integrated approach to drive company goals.
B2B CMOs face three key initiatives in 2013:
1) Use customer data and insights to focus marketing efforts on high-value customers.
2) Optimize marketing automation and technology to better engage customers across channels like mobile.
3) Develop strong branded content strategies including shorter, shareable content to build their brands.
Social media is impacting business relationships and expectations. Traditional CRM focuses internally while social CRM engages customers through social media conversations. Social CRM benefits organizations by helping marketing better target customers, sales access more customer information, and service empower customers. Leading social CRM platforms include Microsoft Dynamics CRM, Salesforce.com, and SugarCRM which integrate social media into traditional CRM systems.
This document summarizes research from Aberdeen Group on how best-in-class sales organizations use social relationships to build a better sales pipeline. The summary is:
1) Best-in-class firms use social media like LinkedIn more effectively than average firms to originate deals and influence buying decisions, with over half of their deals influenced by social relationships.
2) These top firms focus on creating meaningful sales conversations tailored to customers' needs rather than just adding deals to meet quotas. They also better share knowledge among reps.
3) Utilizing social relationships allows reps to have more personalized interactions with prospects and learn more about their needs, leading to higher quality deals and pipelines for best-in-class companies.
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
Presentation at Loriman Social Media Seminar on Automated Marketing Software Solutions. Features to look for, Solutions and Pricing. It is an overview of the landscape for software to power marketing, lead generation and sales.
This document is a report on the state of marketing in 2016 based on a survey of nearly 4,000 marketing leaders worldwide. Some of the key findings include:
1) Customer satisfaction has become the top measure of success for marketers and customer engagement is now a top priority over brand awareness.
2) High-performing marketing teams focus on building deeper customer relationships while moderate and underperforming teams struggle more with budget and new business development.
3) Digital marketing now accounts for over two-thirds of total marketing budgets and this share is expected to continue growing in the next two years.
Marketing automation solutions integrated with CRM systems can improve business efficiencies from offer to order by:
1) Allowing CEOs to monitor the entire process from marketing campaigns to orders.
2) Providing sales teams with up-to-date prospect profiles and behaviors to qualify leads.
3) Helping CMOs analyze marketing program effectiveness and target offers more easily.
4) Giving CFOs visibility into how marketing spend translates to revenue.
The presentation entitled, "Demand Generation Marketing: How to Successfully Create Demand through
Outsourcing" is presented by Larry Fleischman, Director of Marketing for Televerde, a leading B2B provider in sales pipeline development solutions. For more information on demand generation marketing, visit the
Televerde website at http://www.televerde.com/solutions/demand-generation-marketing.
The document analyzes emerging tools and technologies that can help social marketers improve their strategies and measure return on investment. It highlights five vendors - CommandPost, Expion, Insightpool, LiftMetrix, and Traackr - that provide solutions to better understand audiences, facilitate engagement at scale, and optimize social initiatives. CommandPost helps analyze audience insights and engagement. Expion offers a platform for managing complex global social campaigns. Insightpool applies marketing automation to social media. LiftMetrix measures social media ROI. Traackr helps identify and manage influencer relationships.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
This document discusses the importance of an integrated approach between marketing and supply chain operations for efficient e-commerce fulfillment. It notes that without integration, organizations can struggle to fulfill orders efficiently, leading to delayed shipments, increased costs, and poor customer experiences. The document defines demand and supply integration as tying together marketing initiatives with supply chain management to make informed decisions. It provides examples of how lack of integration can result in unnecessary costs and issues. It also discusses challenges of omnichannel fulfillment and key metrics for measuring fulfillment effectiveness. The importance of an integrated IT system to provide visibility across functions is also covered.
No business can exist in isolation. The need to delve deep into understanding customer behavior and trends has become all the more crucial in this age of Social Media omnipresence. A powerful tool, Social media analytics (SMA) is a veritable boon for
companies to unearth prevalent customer preferences by gathering and analyzing data spread throughout the Web, on diverse online platforms such as social media websites, blogs, photo and video sharing sites. This vast chunk of information enables businesses to gain valuable insights and proficiency; and helps them gauge the pulse of the market, which ultimately aids in converting information into robust actionable strategies.
Marketing Automation: The Power and the GloryAct-On Software
The document discusses marketing automation and the results of a survey of 204 B2B marketers who use marketing automation. It provides data on topics like adoption levels, satisfaction, funding sources, ROI metrics, and obstacles to implementation. Key findings include that over half have used marketing automation for 2+ years, generating new leads is the most important benefit, and lack of staff/skills and budget are the top obstacles.
San Juan Bautista de La Salle vivió en Francia en el siglo XVII y fundó la orden de los Hermanos de las Escuelas Cristianas para educar a los niños pobres. Reunió a un grupo de maestros para abrir escuelas gratuitas para los niños desfavorecidos. A pesar de la oposición, expandió su obra educativa por toda Francia y luego por el mundo. Fue canonizado en 1900 y nombrado santo patrón de los que trabajan en educación.
Industrial Control Systems provides complete project management for automated control systems and data collection in manufacturing. They use Rockwell software like PlantMetrics and Historian to collect production data and report on metrics like downtime, efficiency (OEE), and historical information. The slides presented show how the Rockwell software can be used to customize data collection, generate reports on key metrics, and analyze production data in different ways.
Strategy, Business models & Service designJoel Sandén
The document discusses strategic planning and business model development. It begins by covering strategic analysis frameworks like SWOT, PESTLE, and Porter's Five Forces. It then discusses strategic planning, including defining mission/vision, setting goals and KPIs. The document outlines a business model canvas template for describing the key elements of a business model, including value propositions, customer segments, revenue streams, and costs. Developing a business model is presented as a key part of strategic planning and formulation.
Indigenous Peoples of the Pacific Northwest Supplement - Native Peoples of th...K-12 STUDY CANADA
This document provides the syllabus for a course on the Indigenous cultures of the Northwest Coast, focusing on the Nuu-chah-nulth and Makah peoples. The course will explore the social, political, economic and spiritual systems of these cultures during the pre-contact and early contact periods. It will also examine their contemporary histories, traditions of whaling, and issues surrounding the revival of whale hunts. The syllabus outlines class meetings, required readings, assignments, grading scale and other course details.
Native formats are one of the most innovative ad solutions on the market. On behalf of plista the independent market research institute Interrogare analysed the advertising impact of plista Native Ads using an ad campaign by Ford EcoSport as a case study. The survey also compared the user perception of plista native ad formats and standard display banners. The results verify the positive advertising impact of plista Native Ads on brand awareness, brand image and intention to buy, while standard display banners are perceived by the most of the respondents as annoying.
The complete study, including a detailed breakdown of the results, can be found in this presentation.
A New Generation of Workers' Comp - How It Can Help Your EnterpriseMichael Murray
Payroll Medics was published in the October SCRLA Hospitality News with our article discussing a new generation of workers' comp insurance. We invite you to read it and while you are there check out the SCRLA (www.scrla.org) and make sure to visit the other vendors as well.
Data and Processes: Can we Marry Them . . . and Make the Marriage Last?INRIA-CEDAR
Data an processes are just two sides of the same coin, and for several activities related to the analysis and design of systems it is essential to capture both static and dynamic aspects in a uniform way. In recent years, we have seen various proposals that aim at marrying these two aspects, and that consider both the process controlling the dynamics and the manipulation of data
as equally central. We present Data-centric dynamic systems (DCDSs), which are a pristine model that abstracts from specific features of concrete formalisms proposed in the literature. We discuss recent results on decidadibility of verification of expressive (first-order) temporal properties over such systems.
We also present some variations and extensions of the model that make it attractive both as a theoretical tool and for concrete realizations.
The document provides a summary of various community events that took place in Clarington in August 2014, as photographed and documented by snapd Clarington. These include a bake sale and yard sale held by the CWC and Knights of Columbus, an outdoor dinner held at Watson Farms to celebrate local food, the celebration of new equipment purchased at Curves Newcastle, a summer camp and crafts day at the Bowmanville Museum, a concert in the park featuring the band Rainstone, a business networking event held by BNI Build Your Business, and the 7th annual Newcastle Art Show. Photographs are provided of community members and activities from each event.
Priya Safaya Fotedar is currently working as the Joint Deputy Director General at the Federation of Indian Export Organisations. She has a Master's in Business Administration and a Diploma in Computer Management. Some of her responsibilities include working on issues related to finance, taxes, and infrastructure for small and medium export businesses. In the past, she has held roles such as Director, Joint Director, and Deputy Director dealing with banking and international trade. She has authored several papers and submissions to the government on topics impacting exports.
El documento resume tres proyectos de construcción: una plaza de toros en Getafe con capacidad para 5.000 personas y un plazo de ejecución de 12 meses propiedad del Ayuntamiento de Getafe; una nave industrial de 4.500 m2 en Toledo propiedad de Bodegas y Viñedos para ser completada en 15 meses; y un hotel de 5.000 m2 en Getafe a ser construido en 15 meses diseñado por Gaspar Sánchez Moro y propiedad de Get Hotel.
Este documento presenta la campaña promocional de la empresa "Bolsas WOW" para impulsar las ventas de sus bolsos. La campaña incluye promociones de descuentos, consignación y cupones dirigidas a consumidores e intermediarios. Se establece un presupuesto del 5% de las ventas pronosticadas y se realizará una encuesta previa para evaluar la efectividad de las promociones planteadas.
Apresentação com a história e evolução da Serra Verde Express, apresentando as características de seus trens, dificuldades, projetos passados, atuais e futuros. Imagens dos trens e lugares. Apresentação realizada em Petropolis-RJ no evento do MPF (movimento de preservacao ferroviaria)
O documento resume um canal de TV brasileiro independente chamado Curta!. Ele terá 12 horas diárias de conteúdo brasileiro independente, incluindo curtas-metragens premiados, documentários e programas de produtoras independentes. O canal também exibirá conteúdo independente de outros países para preencher as outras 12 horas da grade.
VICTOR L. LAVALLE - Resume qa-qc InspectorVictor Lavalle
This document contains the resume of Victor Llanera Lavalle. It summarizes his work experience as a painting and coating inspector for various industrial and marine projects over the past 20 years, both in the Philippines and abroad. It highlights his roles monitoring surface preparation and coating application to ensure specifications and standards are met. It also lists his qualifications, education, skills and references.
Presentacion conoce los 30 mejores plugins para tu wordpressEnrique Rodriguez
Este documento describe 30 de los plugins más populares para WordPress. Los plugins permiten ampliar la funcionalidad de WordPress y pueden usarse para agregar funciones como SEO, galerías de imágenes, formularios de contacto, seguridad contra spam, rendimiento y más. Algunos de los plugins más descargados incluyen Akismet, Contact Form 7, Google Analytics, Jetpack y Yoast SEO.
Este documento presenta instrucciones generales para un examen de admisión a la universidad. El examen consta de 80 preguntas repartidas en cuatro áreas, con 20 preguntas y un 25% de ponderación para cada área, dependiendo de la carrera a la que se postula. El documento también incluye instrucciones detalladas para la aplicación del examen.
Forrester’s study: Discover How Marketing Analytics Increases Business Perfor...Nicolas Valenzuela
Invest In An Integrated Platform To Address Challenges Of Device Proliferation And Data Complexity
**Creemos en la cooperacion del conocimiento. Compartido por www.andabi.com
The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing.
Marketing Operations to-date has focused primarily on marketing automation, return on marketing investment, and work flow management. Here's how to take it to the next level, with much stronger impact on all of Marketing's stakeholders internally and externally.
Electronics Digital Strategy03011GBEN.PDFMarcel Baron
This document discusses how marketing departments need to adapt to the changing digital landscape. It notes that two-thirds of electronics companies have limited or no strategy for integrating digital into their business, despite the growth of social media users. The document advocates for marketing organizations to embrace new approaches like integrated campaign planning, analytics, and skills in areas like data science and community management. It provides examples of how IBM has helped companies like Sony Pictures improve their social media marketing campaigns and key performance indicators through these new approaches.
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
This book explains the concept of customer relationship marketing(CRM) and provides guidance on how to implement it effectively. It also gives good practical examples of customer relationship marketing and the importance of social media when targeting a customer. For more information please click on link:
https://shrinke.me/6RwSQs0W
Relationship build business... how do you relate to your target audience?
If you want to have a long-term customer based circle, building relationship is essential.
You see, people buy from you because they already have the connection and trust with you not that they need the product alone. This is very important to understand.
CRM marketing can provide several benefits when integrated with marketing strategies. It allows access to readily available lead information, helps prioritize sales pipelines, and improves alignment between sales and marketing teams. CRM software helps track customer interactions, automate lead qualification, improve revenue tracking, and enables more targeted messaging to prospects. Integrating CRM with marketing automation creates a powerful tool that can enhance lead generation, handoffs, campaign automation, and provide better marketing accountability and ROI measurement.
CRM marketing can provide several benefits when integrated with marketing strategies. It allows access to readily available lead information, helps prioritize sales pipelines, and improves alignment between sales and marketing teams. CRM software helps track customer interactions, automate lead qualification, improve revenue tracking, and enables more targeted messaging to prospects. Integrating CRM with marketing automation creates a powerful tool that can enhance lead generation, handoffs, campaign automation, and provide better marketing accountability and ROI measurement.
White Paper: successful with marketing automationrun_frictionless
Marketing automation is more than merely automating your workflows, even though – as the name suggests – this clearly is the point. However, if you just do what you are doing now but with the help of a fancy tool, the results will not be that dierent. Nor does marketing automation mean mass marketing, i. e. providing the same content to all the leads you have got, regardless of their engagement history, progression in the sales process, or preferences, and hoping some will bite
https://runfrictionless.com/b2b-white-paper-service/
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
This document provides an overview and guide to data management for modern marketers. It discusses the importance of data management and outlines strategies for collecting cross-channel customer data, defining target audiences, and activating meaningful marketing across channels. The guide emphasizes centralizing data from various sources, conducting data audits to understand goals and identify gaps, and using unified customer profiles to deliver personalized experiences.
The document discusses the challenges and opportunities of data-driven marketing based on a global survey of over 2,200 marketers. Some key findings include:
1) Marketers want an integrated view of customers by combining online and offline data sources, but many struggle with data integration challenges.
2) While most marketers feel pressure to be more data-driven, over 40% give their department's use of data low grades of C or below.
3) Marketers recognize opportunities to better leverage data insights, but lack of processes to operationalize insights into marketing decisions is a major obstacle.
4) Hiring marketing data scientists is one way companies are addressing skills gaps, and departments with these roles tend
Improving ROI with Marketing Optimization via SASFlutterbyBarb
This document summarizes a presentation about using marketing optimization to improve return on investment. It discusses how increasing marketing efficiency, better targeting customers, and higher campaign volumes are no longer sufficient to maximize ROI. Optimization uses mathematical modeling to determine the best combination of marketing decisions, objectives, and constraints to achieve the optimal outcome. An example shows how optimization can improve ROI by 4% over prioritizing customers or campaigns alone. The presentation argues that optimization should be applied across the entire marketing process for maximum benefit.
Phil Shaps E Book Optimal Variation For Lead GenerationPhilShaps
This E-book will help you to understand what lead generation is and its importance in helping oragnizations grow. The e-book will detail the Multi-tactic approach to lead generation which is the basis for creating optimal variations for generating prospects and buyers. This e-book will also detail, based on current modalities, what marketers can do in order to create a solid and lead generation program for their company.
Successful sales organizations are transforming the way they sell in order to create compelling customer engagements in today's constantly changing environment. To compete, sales teams need to be prepared and insightful with real-time customer insights, collaborative and connected through social and mobile tools, and highly productive with qualified leads and 360-degree customer views. Leading vendors are helping sales teams develop these dynamic characteristics to outsmart competitors and close more deals faster.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
Similar to The value proposition of Marketing Automation (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
2. frost.com
Introduction.................................................................................................................................... 3
Marketing Today: Coming to Terms with a New World Reality................................................. 3
Unstructured and Low-Quality Data.......................................................................................... 3
Siloed Marketing and Sales Organizations................................................................................ 4
Overhead Costs Hemorrhaging the Bottom Line...................................................................... 4
Prolonged Sales Cycle.................................................................................................................. 4
Marketing 2.0: A Necessary Reboot for an Aging Model........................................................... 5
Marketing Automation to the Rescue.......................................................................................... 7
Healthcare.................................................................................................................................... 7
Insurance and Financial Services................................................................................................ 7
Manufacturing.............................................................................................................................. 8
Eloqua: A Solution Brief................................................................................................................ 8
The Bottom Line............................................................................................................................ 9
contents
3. Marketing Automation: The Secret Sauce to Marketing-Driven Sales Growth and Empowerment
Introduction
Technology has toppled barriers to the global marketplace and geographic boundaries are no longer an
obstacle to identify and reach sales prospects. Increasing global access to the Internet; proliferation of social
media networks; and the widespread use of smartphones, tablets, and gaming consoles offer customers new
ways to collect information and make purchases. In addition, they provide companies large and small with new
and exciting channels to market their products and services.
Yet the benefits of technology present a globalizing company with marketing challenges and process pitfalls.
Though marketers today have access to a lot of data, for the most part they are challenged to understand
what part of that data is actually meaningful. Data on its own is just bits and bytes of zeros and ones.
Understanding behaviors that influence the customer decision-making process while leveraging real-time data
empowers marketers to find and monetize opportunities. Analytics makes data come to life and unlocks its
potential. It enables marketers to overcome the complexity of their data and find valuable insights. It is the
“secret sauce” that when done well, makes marketing a hero and wins you a seat at the revenue table.
Additionally, marketers must be prepared to address increased workflow complexity and campaign
management across multiple borders, leveraging multiple different channels (out-bound and in-bound, online
and off-line) and using social media platforms effectively. With so many tools available to marketers today,
deciding what would be the best fit is a daunting task.
The role of the marketer is changing rapidly, and digital marketers today have doubled up as data scientists and
technocrats as well. With marketing budgets constantly under pressure, marketers are held more accountable
than ever before to show tangible growth. The ability to identify potential sales engagements, embrace
behavior-based nurturing of prospects, and measure messaging effectiveness and customer conversion are
critical factors for marketing and business success.
This white paper is the first of a series exploring the diverse capabilities that Marketing Automation Solutions
(MAS) bring to companies worldwide to meet established growth objectives and improve sales efficacy.
This paper will show how marketing automation helps drive trigger-based marketing across different verticals
and enhances the value proposition of complementary solutions such as Customer Relationship Management
(CRM) and Enterprise Content Management (ECM).
Marketing Today: Coming to Terms with a New World Reality
The business world today moves at the speed of the Internet and many companies have deployed myriad
point solutions in marketing and sales to address operational and market demands that fuel business growth.
Solutions like CRM, ECM, Marketing Process Optimization, and other digital marketing tools have significantly
helped companies, but they’ve also opened a Pandora’s box of new challenges that, when left un-tackled, lead
to marketing and sales inefficiencies.
Frost & Sullivan has surveyed marketers across several verticals to understand the challenges they face. The
next part of this paper summarizes some of the key challenges plaguing marketing organizations today:
Unstructured and Low-Quality Data
In a typical organization, most marketers are forced to work with siloed systems such as the company’s social
media outreach programs or event marketing programs. They have unorganized data sets with outdated
content in their systems. Social media, especially, generates massive amounts of data, but marketers have no
3
4. frost.com
way of leveraging the insights that can be gleaned from that rich data. Though social media is part of their
marketing campaign strategy, they typically do not have access to tools that would stitch their disparate
systems together and automatically integrate the technology platforms for centralized access to real-time
information. The prevalence of basic analytics in most organizations today also gives a false sense of security
where marketers believe that they have their bases covered.
Although marketers believe they have the right tools to engage the customer community, there is no
accountability. Many times there is no tangible measurement of performance or a way to find the really
valuable prospects that are worth pursuing. Critical marketing processes such as content marketing, campaign
building, drip campaign management, and measuring campaign results are spread across different employees
and loosely tied together with sporadic communication. The end result is frequently a busy and unusable
data set that defeats the purpose of behavioral marketing. The unstructured and noisy set of data is a classic
problem that gives rise to ineffective messaging in marketing campaigns.
Siloed Marketing and Sales Organizations
Frost & Sullivan research further revealed that for most organizations, sales and marketing are rarely in sync
with each other. Organizations are most efficient closing an engagement when the sales organization has
prospects that have been vetted and there is tangible information about the prospect’s interest. In contrast,
marketing campaigns are more focused on getting the maximum possible leads regardless of quality, rather
than identifying qualified engagements worth pursuing. This causes the sales team to spend valuable time
separating the chaff from potential high-value engagements instead of working together with marketing from
the very start. It distracts them from focusing their efforts on high-quality prospects.
Overhead Costs Hemorrhaging the Bottom Line
Another challenging area for marketers is when employees work in isolation on intensive manual tasks.
These tasks range from building landing pages to creating, developing, and launching campaigns that could
include off-line mailers. Add to this the resources for everyday marketing activities such as maintaining
existing marketing programs, customer segmentation, acquisition, reporting, email creation, updating content,
qualifying leads, among various other activities, and marketing costs can quickly spiral out of control.
All of these activities are critical; however, marketers have struggled with efficiency and have overextended
themselves trying to make these processes manageable. This has made it difficult to measure the return on
investment for marketing campaigns as costs are spread across many different touch points. The result is that
companies are rethinking their marketing investments and are jeopardizing the efficacy of their sales organization.
Prolonged Sales Cycle
A challenge echoed by marketers is the lack of integration of their digital marketing tools with other solutions
critical for business success. In an ideal scenario, prospect engagement information, sourced through print-based
PURLs, social media campaigns, contact center interaction, and all other out-bound and in-bound online activity,
should be automatically ingested into sales tools like CRM systems that account executives access daily. What
actually occurs, however, is that sales executives have little or no visibility into marketing campaign data. This
seriously hampers effective conversations with potential clients and prolongs sales cycles.
In the world of digital marketing and eCommerce, milliseconds count. The time that it takes for a visitor
to find a site, to form an opinion of whether or not it meets their expectations, and then to commit to or
bounce off the site can be quick. As companies invest more in online channels, search engine marketing, social
media and mobile marketing, and programs that can validate their efforts, such connections can be lost in the
blink of an eye.
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5. Marketing Automation: The Secret Sauce to Marketing-Driven Sales Growth and Empowerment
When the success or failure of customer engagement moves so rapidly, old marketing rules no longer apply.
The ability to track visitors on a company’s Web property and create profiles for unknown visitors based
on how they interact with the website—and engage them at the peak of their interest—shortens sales cycles
and increases the probability of success. Unfortunately, a lack of internal communication and integration with
marketing systems can inhibit potential sales.
As companies try to proactively engage with customers, their ability to reinforce brand equity, create a
competitive edge with growth potential and, in some cases, their ability to survive is at stake. However,
there is light at the end of the tunnel as Marketing Automation provides a solution that overcomes all of the
aforementioned challenges.
Marketing 2.0: A Necessary Reboot for an Aging Model
The role of marketing is being redefined in the 21st century. Companies expect accountability from marketing
organizations and need marketing to be a flagship department that builds brand awareness and leads the way
to sales success. Today’s marketer needs to empower the sales organization by running marketing campaigns
that develop high-quality engagements that also have a high probability of conversion. All marketing activities
should produce quantifiable business opportunities in an efficient manner that stays within budgetary
restraints; this is where marketing automation helps.
Marketing Automation Software (MAS) automates marketing and sales activities to drive revenue growth
and empower organizations to make data-driven decisions. MAS solutions have emerged to align with the
evolving customer engagement lifecycle. A customer engagement lifecycle is viewed as an ecosystem that
comprises of generating interactive content to create awareness of a company’s offerings in order to engage,
nurture, acquire, and build relationships with customers, eventually enabling them to become advocates and/
or influencers of a brand.
CONTENT MARKETING ENABLEMENT
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Source: Frost & Sullivan
A Frost & Sullivan survey of marketers provided insight on experiences after deploying Marketing Automation
Solutions in their organizations. The survey revealed a dramatic difference in marketing operations by using
these solutions.
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6. frost.com
Before the introduction of MAS, marketers did not have metrics to measure efficacy of marketing campaigns;
today they report the ability to measure not just click-through rates, website visits and brand impressions, but
also customer conversion rates and detailed customer behaviors. Importantly, campaigns can be improvised
on the go based on the quality of interaction with prospects that drives the overall success of campaigns, with
minimal growth in expenses and overhead.
Having suffered marketing process fragmentation and silos, marketers reported they can now organize
everything in one place—marketing content, previous campaigns, all of the collected metrics, quality leads,
customer profiles, customer conversions—which makes them more productive and efficient.
Marketers have also used MAS to control their cost structure. Everyday activities such as customer
segmentation, marketing campaign process flow, campaign statistics, content marketing, and trigger or
behavior-based nurturing can be automated. This allows marketers to focus on result-oriented tasks that
show tangible ROI on campaigns with metrics that include number of engagements generated and converted,
number of new site visitors, interaction with prospects and automating outgoing messages. This has made
manual intervention an exception rather than the rule.
With Marketing Automation, companies can leverage data that helps them maintain information of prospects
with important historical data. Because of this, marketers can now identify key interests and send relevant
content to generate demand for products and services, while also nurturing relationships. This provides an
advantage over competitors who do not have granular information about their customer base.
For example, today marketers can use MAS to create profiles of visitors based on triggers such as downloading
content, website interaction, PURL activation or an interaction through social media, as these triggers can
now be monitored and reported and used to convert unknown visitors to “knowns” at the peak of their
interest. Subsequently, marketers are alerted at an opportune time to engage with prospects and help them
with their purchase or inquiry.
A sales organization’s typical frustration stemming from a lack of customer information via marketing
campaigns evaporates as companies deploying Marketing Automation integrate it with their existing CRM
systems. It now gives them the ability to leverage big data and analytics for their sales cycle. This allows
marketers to extract intelligence and empowers them to effectively triangulate the imperfect nature of
various data streams, such as print-based PURLs, social media, online and offline channel interactivity, among
others. Using the power of analytics to mine for the most relevant data, marketers can successfully nurture
customer relationships. With MAS integration, sales executives have access to historical information on each
engagement through a single dashboard, which enables relevant and timely communication with the customer
necessary to accelerate sales cycles.
Metrics such as number of engagements generated, trigger or behavior-based customer qualification, and
number of opportunities created help monitor productivity and performance of sales and marketing teams to
create accountability that can be measured.
The increasing amount of customer data gathered through multi-channel marketing has compelled marketers
to do a better job organizing these disparate pieces. Marketing Automation has become the preferred platform,
as it allows data management and viewing of individual customer information in a centralized location.
Marketing Automation allows marketing and sales teams to coordinate effectively and streamlines
communications. Now marketing and sales can work together toward common goals and complement each
other to achieve business success based on well-defined metrics.
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7. Marketing Automation: The Secret Sauce to Marketing-Driven Sales Growth and Empowerment
Marketing Automation to the Rescue
The benefits of a Marketing Automation solution are relevant for any industry or market vertical. As an
example of how Marketing Automation vendors are empowering marketers globally, let us see how Eloqua
(now part of the Oracle family) brings to bear its value proposition to marketing organizations within several
specific industries.
These are just a few examples of how different verticals, many of whom share similar characteristics in their
marketing channels, have benefited from Marketing Automation. As a part of Frost & Sullivan’s coverage of
the Marketing Automation market, we have a follow-up series of papers that go into vertical-specific usecases and will discuss, in detail and using real-life case studies, how Marketing Automation was able to make
a tremendous impact on business performance and sales growth for companies within diverse industries.
Healthcare
As competition continues to intensify across the healthcare ecosystem, companies across the value
chain have struggled to understand how best to market to their respective constituents. For example, a
healthcare provider depends on its insured patient pool to provide the revenues to stay in business and
provide services. As the market has become more competitive, other healthcare providers within the
same area are trying to attract the same pool of patients, putting a strain on the revenue model for all.
All things even, healthcare providers then have to find a way to differentiate themselves from competition
and develop a brand—something few have had the need to even consider doing in the past. Add to
this the intangibles that have a severe impact on a provider’s bottom line, such as the cost of ER visits.
Factors such as this have not been top-of-mind for the provider community’s marketing department,
which is now increasingly being put under microscope and being held more accountable. In today’s
world it is the marketing department that can be of the greatest benefit to the organization to not
only help create brand awareness and differentiation, but also ease the pressure of the bottom line and
become a profit center instead of an organizational burden.
Marketing automation software such as Eloqua can help healthcare and pharmaceutical companies reduce
compliance costs, collateral generation and maintenance overhead, while increasing sales conversions.
Insurance and Financial Services
The case of Zurich NA, an insurance company, is an example of how MAS helps within the financial
services market.The company’s specific challenge was the many hours being spent on manually tracking
spreadsheets related to broker events. The company automated this process using a combination
of Eloqua’s Engage, Profiler and Analyzer products. Salesforce and Eloqua were integrated, allowing
industry-specific campaign execution.
Further, event management tasks were significantly simplified to an easy three-step process: set up a
dashboard report, pull the results, and pass these on to the company’s business partners. In addition
to the time and cost-savings Zurich NA realized from a single integrated platform, the company also
benefited from up to 10% higher renewal rates.
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Manufacturing
The manufacturing industry can also reap tremendous benefits, as is illustrated through the deployment
of Eloqua at Balluff GmbH. The company was challenged by sales and marketing teams that were not
communicating effectively with each other. The result was that sales had to make do with very little
insight into customer and lead activity from the company website. The company also suffered from the
inability to effectively tackle these challenges due to a lack of experience with Marketing Automation.
By leveraging Eloqua’s Lead Management along with Eloqua forms, hypersites, landing pages and
reporting, Balluff has improved the alignment between its marketing and sales teams. Furthermore, by
leveraging Digital Body Language, which provides crucial insight into visitor activity, Balluff can tailor
content to customer and visitor interest, thus boosting sales and customer loyalty, while making sales
and marketing work together toward a common goal of company growth.
Eloqua: A Solution Brief
Eloqua offers advanced campaign execution, email marketing, social media marketing, and behavioral marketing
capabilities for B2B and B2C organizations. All repeatable tasks are automated, while users focus on measuring
the impact of their campaigns. With numerous email templates in their repository, Eloqua offers multiple ways
to communicate with customers. Trigger-based nurturing capabilities ensure that the customers stay engaged,
while customer segmentation features facilitates personalized customer engagement.
While the software captures and tracks relevant data, users can study individual profiles, inbound referrals,
and information about their prospects’ behaviors. Lead scoring identifies strong leads that can be assigned to
sales people at the right time.
Eloqua also provides a comprehensive set of applications and services to complement their marketing
automation platform. These applications save time and eliminate all the heavy lifting that goes into content
and data management activities. The Oracle Eloqua AppCloud consists of more than 80 in-house and thirdparty applications such as channel management systems, content management systems, social landing page
tools, and webinar and event marketing tools that help their end user centralize all the data in one place.
The AppCloud unlocks the real potential of marketers by helping them be more efficient at their daily tasks
and focus on driving revenue for their company.
Eloqua’s Social Suite features a social sign-on feature that prompts customers to login to their Facebook,
Twitter, or LinkedIn accounts. This way, the platform collects email addresses and ties in the customers’
social identities to their existing profile information. The platform builds awareness on social media, engages
customers and tracks the impact of the company’s social media on its marketing campaigns through inbound
referrals and Web analytics.
Further, as part of the Oracle family, Eloqua has the added capability to tap into larger enterprise IT ecosystems
and bring Oracle’s deep vertical expertise to the table.
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9. Marketing Automation: The Secret Sauce to Marketing-Driven Sales Growth and Empowerment
The Bottom Line
Today, the success or failure of a marketing campaign is measured at the level of individual consumers,
experiences, engagement, and engagement conversions. For too long marketers have been bogged down with
siloed tasks that prevent the generation of effective, actionable data-sharing with sales executives. Siloed tasks
can now be automated and made more intelligent, and connected in a way that springboards companies to
improved sales.
Companies like Eloqua have forged ahead to put marketers on a path leading to business growth as their
role is redefined in the today’s global business environment. The benefits that Marketing Automation brings
to organizations are well-documented and are business-critical for proactive organizations that are serious
about breaking down the walls between sales and marketing departments, while focusing on becoming more
personalized and targeted with their digital marketing strategy. In doing so, companies are positioned for
success in transforming customer dialogues to relationships that can be nurtured.
The follow-up series of papers takes a deeper dive into the unique way Marketing Automation provides very
tangible benefits to diverse markets such as healthcare, manufacturing, pharmaceuticals, and telecommunications.
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50 years, we have been developing growth strategies for the Global 1000, emerging businesses, the public sector and the investment
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