Skip to main content

The marketing automation generation: Fulfilling the mandate for customer life cycle marketing

cognitive marketing

Nearly a decade into the marketing automation (MA) revolution, we’ve developed a crop of B2B marketing professionals who have built successful careers on the use of tools to nurture and develop qualified leads. “I am Eloqua- (or HubSpot- or Marketo-) certified” appears boldly on B2B marketers’ LinkedIn profiles.

With all the progress around developing data-driven and automation-equipped pros and processes, unintended consequences are beginning to rear their ugly head. We’ve developed a generation of marketers whose lens of the world starts with an inquiry and stops with an opportunity (or, in the best case, a net-new customer). It’s understandable. This is what marketing departments have coveted — the ability to generate qualified leads for sales.

Today, however, revenue expectations require that B2B marketers have complete command of the entire customer life cycle. This means developing strategies and sharpening skills related to every stage — from early engagement efforts to driving inquiries to converting prospects and accounts down the funnel to expanding business with existing customers.

In fact, word on the street is SiriusDecisions, one of the leading authorities that has risen to prominence during the marketing automation era, is recognizing the mounting problem. They’re rumored to be expanding their oft-cited B2B “Demand Waterfall” to include all the work required before an inquiry and after a new customer is secured to help marketers capitalize on the bigger business contribution.

Whether you’re a B2B marketing pro whose world revolves around your marketing automation skills or a marketing exec leading a team of marketing automation experts, it’s time to take a step back and make sure your marketing efforts are focused on a complete view of the customer revenue life cycle. I’ve outlined core areas B2B marketers can concentrate on to address the unintended challenges created by the marketing automation era.

[Read the full article on MarTech Today.]

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…