Talk to any marketer today and he or she will tell you the same thing: “We need better insights into our marketing engine.” In the age of AI, machine learning, and all things marketing intelligence, I often find that most conversations center around data quality. As a marketer, I find that it’s easy to put the impetus on better marketing intelligence.
Marketing automation is a platform that marketers use to plan, coordinate, manage and measure all their marketing campaigns, both online and offline. The goal: increase efficiency and effectiveness and provide attribution for marketing’s contribution to the pipeline and to revenue. The term was coined in the late ‘90s, when both Pivotal and Eloqua introduced technology that launched the category.
Proof is a new platform designed to compute marketing and sales data—along with other inputs across the business—to reveal what’s “moving the needles” and how long it takes to move them, according to the company. The solution also can calculate attribution to help marketing and business leaders better understand and manage spend.
With the emergence of marketing automation software specifically designed for small businesses, the technology is finally scaling among SMBs. In fact, according to Gartner, 98% of all SMBs are looking at marketing automation for the first time. But, for these first-timers, the landscape of options and figuring out how to implement them can be overwhelming. So, it’s helpful to ask a simple question — what makes a successful marketing automation strategy?
Optimizing an existing lead generation engine on limited resources can be tough, but more top-funnel advertising will only get marketers so far. This infographic from Lenati highlights how B2B organizations can accelerate their pipeline growth by investing wisely in solutions that fit into their existing marketing stacks, provide full-funnel insight and align with their go-to-market strategies.
Sales and marketing technology provider LeadGenius helps companies connect with decision-makers through automated emails. After experiencing some setbacks with third-party software, the company turned to Nylas, an email application for sales professionals, to help them streamline email marketing for their customers.