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How To Accelerate Your Enterprise Lead Gen Engine

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.

Adobe And Microsoft Partner On Cloud, CRM Solutions

AdobeAdobe Systems and Microsoft have entered a partnership to deliver Adobe’s cloud services — including Marketing Cloud, Creative Cloud and Document Cloud — on Microsoft’s global cloud and data platform, Azure.

Microsoft has also made Adobe a “preferred marketing service” for its Dynamics 365 Enterprise CRM platform, and Adobe will also now have access to the artificial intelligence (AI) and advanced analytics capabilities of Microsoft’s Cortana Intelligence Suite and SQL Server.

Will Machines Replace Marketers?

DGR ENL 062415 DV ArticleAnyone who has chatted with me in recent months knows that I’ve added the impending domination of humans by intelligent machines to my usual list of obsessions. This most definitely applies to marketing, where I found many artificial intelligence-based solutions once I began looking for them.

My thesis was that AI-based systems already exist for most tasks that marketers perform, but are not yet connected into a single robo-marketer that (or is it who?) could do the job from start to finish. To test this, I listed the tasks that go into building a marketing program and matched these against my list of AI-based products.

Quite to my surprise, the machines haven’t risen so far after all. Of the three broad tasks I defined — planning, content creation, and execution — only content creation is served by what I consider to be strong AI solutions. (The term “strong AI” is used by AI experts to mean systems match or exceed human intelligence. I’m using it in that rough sense, although with the more specific meaning of “systems that perform tasks that otherwise require human marketers.”)

Some AI options are available for execution, but most are conventional predictive modeling products that I don’t count as strong AI because they still require humans to deploy their results. Marketing planning, which includes the all-important task of campaign design, is almost wholly untouched by AI.

Artificial intelligence is an important topic in our general society and seems to attracting increased attention, even though Google Trends suggests otherwise. Marketers in particular are thinking about it as they adjust to rapidly changing technologies that increasingly rely on predictive analytics and other automation for effective management.

Given the hype that accompanies pretty much every new technical development, it’s helpful to see that AI-based marketing isn’t as far along as one might expect. But don't take that as a reason to relax: While it’s not time to panic, it’s definitely time to prepare. AI marketing systems already present some significant opportunities and their scope can only grow — perhaps exponentially as key techniques become more widely distributed. Now is the time to start building a realistic understanding of how these systems work, what they can and can’t do, and how they’ll fit into your future.

David Raab is Principal of Raab Associates, a consultancy that helps marketers select and deploy marketing automation systems. Typical projects include needs definition, vendor selection, and performance measurement. The firm also offers industry vendors assistance in understanding customer needs and establishing thought leadership through white papers, surveys and presentations.

For more specifics on the artificial intelligence solutions available for marketing tasks such as planning, content creation and execution, see a full version of this post on Raab's Customer Experience Matrix blog.

Eloqua AppCloud Moves To Topliners User Community Site

Oracle Eloqua logoThe Oracle Eloqua AppCloud is moving to the vendor’s Topliners user community site, enabling customers to more easily share, comment and follow apps, and receive updates from a single location, according to company officials.

The integration also enhances users’ ability to learn about AppCloud partner offerings as well as interact with Eloqua, partners and other organizations from within the familiar Topliners community.

 

Marketing Technology: The Road Ahead For 2013

Challenges, Opportunities and Key Priorities For B2B Marketers

The Demand Gen Report editorial team recently spoke with more than a dozen leading visionaries to understand how marketing technology will evolve during 2013. The result is this E-book: A collection of essays that lay out a fascinating mix of predictions, opportunities and challenges for B2B marketers.

Our expert All-Star team will discuss how marketing automation tools will incorporate new features, from predictive analytics to enterprise data integration; why vendors will revamp and rethink their service offerings; which skills marketers must adopt in order to survive and compete; and much more.

  • Published in E-books
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